Published April 2003

Direct-mail dilemma? Internet sites offer solutions

Dear BizBest: I’d like to promote my business with direct mail, but I’m in the dark. Where do I go to get it done right? — J.R., St. Paul, MN

BizBest: Despite the emergence of e-commerce, e-mail marketing and related technologies, direct mail remains one of the most tried-and-true marketing methods for small business. And there are terrific new ways to combine high tech with old-fashioned mailings. Here are some of the top resources and solutions that can put you on the path to profit.

n The U.S. Postal Service has put together a great direct-mail Web site just for small biz at www.usps.com/directmail. You’ll find good advice and links to service providers who offer complete online solutions for direct-mail campaigns, from list services to creative, print, production and mail entry. This is basically what most small businesses need to launch a direct-mail campaign. There are also helpful tutorials, templates you can adapt to your own campaign and a list of “Direct Mail Made Easy” seminars if you’re in the mood for learning even more.

n Zairmail (www.zairmail.com) is a nifty Web-based service that lets you send personalized direct mail to customers straight from your PC. With this turnkey service, you can quickly do online what previously took weeks using traditional printing and production. You compose the document and Zairmail guides you through the rest of the process. No special software or experience needed. Call 877-921-MAIL or e-mail: info@zairmail.com.

n With a few mouse clicks, ZIPM.com (www.zipm.com) puts the power of targeted direct-mail marketing in your hands. The Guided Tour on the Web site only takes a minute or two and explains it best. Reach one, to 1 million, easier than you may think. Custom software helps you create cool direct mail pieces.

n New York-based Direct Marketing Association (www.the-dma.org) is for biz people aiming to increase direct-mail effectiveness. Offers tons of training, publications and research. Visit the Web site, call 212-768-7277 or e-mail membership@the-dma.org.

n Think Direct Marketing Inc. (www.thinkdirectmarketing.com) offers a range of direct-mail marketing products and services for small businesses that struggle with the problem of identifying, reaching and serving new prospects and existing customers. Key solution is ThinkDirectMail, a series of Web-based direct-mail modules designed to help small-business owners plan and execute a direct mail campaign. Call 877-288-3282.

n NetPost Mailing Online (www.usps.com/mailingonline), another service from the U.S. Postal Service, is a convenient way to send letters, booklets and flyers via your computer to someone’s mailbox. It’s like a post office and professional mailing service inside your PC. Create and mail printed letters, self-mailers, invoices, newsletters and postcards. Offers postage discounts for larger mailings.

n If your business already has grown beyond the do-it-yourself stage, Direct Mail Quotes (www.directmailquotes.com) from Mail Mogul is a good place to get quotes and info on companies that provide direct-mail services. View postal rates and regulations, browse direct-mail articles, or if you have a campaign to mail, fill out a spec sheet and have it e-mailed to local shops for bidding. Call 800-589-2525 or e-mail info@mailmogul.com.

n PitneyWorks, from postage meter leader Pitney Bowes, offers a collection of tools to help small biz connect with customers — from postage meters to mailing lists. Visit www.pitneyworks.com or call Pitney Bowes at 800-243-7824.

n If you sell business-to-business and are looking for lists, check out GoLeads (www.goleads.com), which offers unlimited access to a database of 12 million U.S. businesses for $9.95 a month. Call 402-334-1824 or e-mail info@goleads.com.

BizBest (www.bizbest.com) publishes independent ratings and analyses of nearly 2,000 small-business resources in hundreds of subject categories. Daniel Kehrer is editor and publisher. E-mail questions to: dan@bizbest.com.

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