As we work with prospects and customers, we hear some things over and over. The computer guys call this a FAQ (Frequently Asked Questions). What follows is some of these FAQ’s and our CGA’s (Commonly Given Answers). Read through the following and see if any of it makes sense to you. If so contact us either by e-mail, phone, fax or – you guessed it- mail.

1. Do some homework. ASMARC has a survey form that will help you to decide what your costs, complications and returns will be. Work through it. You can get a copy by calling 800-447-9990 or by filling in the form on this web site.
2. You’re doing it. Surf the web, but do not believe everything that you read. Much of what is out here is published with the self interest of the manufacturer or vendor in mind. Gauge the effectiveness of the response by the number of questions that you are asked. Be wary of spec. sheet readers.
3. Contact the Postal Business Center nearest you (we have a list). The Post Office has set up specialists to help you understand their rules. They’ve also greatly simplified mailing. Pick up a copy of Pub.95 the Quick Service Guide. You’ll learn about permits, processes and contacts.

1. Start with a goal. Mailing is the most effective and least understood advertising medium out there. Think of it, this is a direct contact medium that the respondent can not turn off. Without a goal, you will fail. Keep the goal in mind and keep mailing. No successful mailing program is a single event.
2. Read the answer above. Contact the USPS and get information. The difference that you have is that you are mailing for yourself and you can control exactly what you say, what it looks like and how you respond. Be prepared to respond. You must be ready to fulfill requests before you send out the pieces.
3. Re-think your marketing program. Any successful mailing program is a part of a marketing program and must fit in with it. Message, positioning, and re-enforcement of your message must be considered. Do not leave a mailing program in the marketing wilderness. We’ve worked with a number of companies to integrate their mail program into a marketing program.

1. There are a number of vendors of mailing software. Look all of them over. Pay attention to the size of list that you are running now, and the one that you plan to run. Once size is tended to, consider complexity. The more control you have over the list and the fewer variations in your mailing program, the simpler the program. Differences are subtle, but very meaningful when you’re doing the work. Whatever you do, don’t skimp. Mailing software usually pays for itself with postal savings. Word processing and spread sheet programs don’t cut it.

1. Machines are a part of the mailing process. Start with a goal and a program to reach it in mind, and the machines will come easily. You’ll know pretty much what you’ll need. Keep it simple. A small print shop probably doesn’t need or have room for a high speed continuous laser. Keep these tips in mind:
1. Always consider a conveyor. It is the machine that opens the productivity door.
2. Production speeds are based on the operator, not on the machine specs. If you can’t keep up with a 20,000 piece per hour rate, don’t waste money on a high speed machine that you’ll never open up. On the other hand, buy something that fits your volume requirements.
3. Organize your work flow area first. Assign space and lay out a work flow. Mailing is as much moving paper as it is spraying ink and sticking stamps.
4. Make sure that you get support. Mailing machines break and they only break when you’re using them. Warranty programs, spare parts stock and effective service are critical. Check spare parts prices, service plans and warranties. Your mailing program calls for you to be in it for the long haul. Don’t get hit with expensive spares and service costs down the road.
5. Buy the smallest machines that will do the job for you. Earn your way into a larger machine. This advice is hard to follow as the door is wide open to buy one smaller than you need. Do not under buy. You will wear it out early, have too many service calls and generally fail to meet any reasonable productivity goal. Any machine that you buy must fit your operation, not too big, not too small.