How to Pick a Direct Mail Provider: 10 Things to Consider
A direct mail provider can be “just a printer,” or a true end-to-end partner that helps you target the right households, produce professional mail pieces, and understand what happened after you mailed.
Below is a practical checklist to help you choose—whether you’re sending 100 postcards to one neighborhood or running ongoing campaigns across multiple territories.
Summary
The best provider for you depends on your goals.
If you care about results, prioritize support, reporting transparency, deliverability practices, speed, and simplicity—not just per-piece price.
1) Do they handle mailing end-to-end (or just print and ship)?
Some vendors print your postcards and ship you a box. Others handle: - printing - addressing - sorting - USPS entry and delivery (including EDDM)
Why it matters: end-to-end mailing removes operational friction (no labels, no stamps, no post office runs) and reduces chances of mistakes.
2) Targeting tools: can you pick where customers come from?
If your success depends on local geography, look for tools that support: - selecting neighborhoods / routes / EDDM areas - mailing to residents, businesses, or both - map-based selection so you can see what you’re reaching (not just “a ZIP code”)
Why it matters: “Local marketing” is usually about precise neighborhoods, not broad regions.
3) Data quality and deliverability practices
Ask what they do to reduce wasted mail: - address validation against USPS data - deduplication (avoid sending to the same address twice unintentionally) - suppression options (e.g., do-not-mail list, exclusions)
Why it matters: better data hygiene often means fewer undeliverables and better ROI.
4) Transparency in reporting (what you can actually see)
This is a big one. A strong provider will show clear reporting like: - what was ordered vs. what was mailed - when it entered the mail stream (or approximate timing) - delivery windows and any available tracking summaries
Why it matters: if you can’t see what happened, you can’t improve future campaigns.
5) Customer support quality (and direct mail expertise)
Look for support that can help with real-world questions: - “Should I use EDDM or a targeted list?” - “Is this offer too complicated?” - “Why did some cards come back RTS?” - “How many should I send?”
Why it matters: direct mail has nuances—great support can save you money and mistakes.
6) Speed of execution (idea → in the mail stream)
Ask about typical turnaround times from: - design approved → printed - printed → entered into USPS
Why it matters: speed is crucial for seasonal campaigns, real estate, storm response, or event-driven mailings.
7) Simplicity and workflow (especially for non-marketers)
Consider how easy it is to: - set up a campaign - preview the postcard (proofs, bleed/safe areas) - reuse a past design - repeat a campaign to the same area
Why it matters: the easier it is, the more likely you are to mail consistently (and consistency is often where results come from).
8) Print quality and consistency
Direct mail is a brand touchpoint. Look for: - consistent color and print quality - clean addressing/labeling - paper options and finishing that match your brand
Why it matters: “cheap-looking” mail can reduce trust—even if the offer is good.
9) Pricing clarity (not just the headline price)
Some providers advertise a low per-piece cost, but total cost depends on: - size and paper choices - addressing/mailing fees - list costs (if applicable) - design services (if you need them)
Why it matters: compare all-in cost for a realistic campaign, not just one line item.
10) Fit for your scale (one-off vs. repeat vs. multi-location)
Ask whether the provider supports: - small campaigns (100–1,000 pieces) - repeated “farm an area” campaigns - multi-location/franchise workflows - templates or reordering tools for repeatability
Why it matters: the right platform should match how you actually market—now and later.
A quick decision guide
| If you want… | Prioritize… |
|---|---|
| Cheapest possible print | Unit price + paper options |
| Local customer growth | Targeting + mapping + repeatability |
| Better ROI and learning | Reporting transparency + tracking hooks |
| Less operational hassle | End-to-end mailing + strong support |
| Fast response campaigns | Speed of execution + simple workflow |
A neutral note on “full-service platforms”
Some providers position themselves as end-to-end direct mail platforms (not just printing). These often include map-based targeting, design/preview tools, and deliverability/reporting features—useful for small businesses that want direct mail to feel more like launching an email campaign.
Final recommendation
Pick a provider that makes it easy to mail consistently, shows you exactly what happened, and gives you human support when things get confusing.
If two vendors are close on price, choose the one with better transparency, speed, simplicity, and print quality—those are usually what determine results.