Direct Mail Pal: A Direct Mail Production Handbook
Press release from the issuing company
May 30, 2002 -- GATFPress's newest book, Direct Mail Pal: A Direct Mail Production Handbook, is a smart, thorough exploration of the world of direct mail. Forty-four concise yet informative chapters and nineteen appendices provide a truly substantive overview of this powerful marketing tool used by companies of all specialties and sizes. Direct Mail Pal casts light on every corner of the direct mail process, including direct mail planning, preproduction, production, and postproduction procedures. It strikes a perfect balance between being detailed yet not overly technical.
Some of the topics covered include:
* Direct mail planning
* Cost-cutting techniques
* Postal rules and standards
* Account management
* Layout and design
* Data cleansing and management
* Building data tables
* Address and barcode standards
* Mailing lists, including merge/purge procedures
* Inserting technology
* Drop shipping and commingling
* Postcard and label programs
* Levels of personalization
* Folding and gluing
* Quality assurance and testing
* And the list goes on…
"Pal Points" summarize the key concepts discussed in each chapter. Technical tips and pertinent illustrations are sprinkled throughout the text; also included are additional features such as sample checklists, forms, and glossaries. If you’re going to buy one book on direct mail, this comprehensive yet accessible book is it.
Direct Mail Pal: A Direct Mail Production Handbook (ISBN 0-88362-378-1; order no. 1727), a 288-page softcover book containing almost 50 illustrations and photographs, is available for $20 ($16 for GATF/PIA members), not including shipping. Order this book from the GAIN Bookstore.
About the Authors
T.J. Tedesco is the president of Grow Sales, Inc., a consulting company that helps graphic arts companies win more profitable business by winning top-of-mind positioning.
Ken Boone, the founder and former owner of Direct Marketing Associates, is a well-known speaker and author in the direct mail industry.
Terry Woods, a former co-principal of Direct Marketing Associates, Inc., and former president of Harte-Hanks Baltimore, is a well-respected direct mail expert.
John Leonard is vice president, sales and marketing for SMR/Tytrek, located in Toronto, Canada, and a part-time faculty member at Mohawk College.
WhatTheyThink is the global printing industry's leading independent media organization with both print and digital offerings, including WhatTheyThink.com, PrintingNews.com and WhatTheyThink magazine versioned with a Printing News and Wide-Format & Signage edition. Our mission is to provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today’s printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.