Targeted direct mail is one of the most cost-effective advertising tools available. In a recent survey of dealers, 43% said they plan to spend more money on direct mail and other measurable marketing programs in 2003. As a result the direct mail industry continues to grow along with the number of direct mail providers. When trying to decide which direct mail company to select you should consider the following 10 characteristics:

1. Reputation -- most direct mail providers have a reputation, either good or bad. Reputation is usually a valuable signal about the company you are going to do business with. With a little due diligence you can find out how reputable a company is.
2. How long have they been in the business -- the direct mail business is relatively easy to get started in yet difficult to sustain unless you run a quality operation. It is to your advantage to find a company that is established with a successful track record.
3. References -- talking with other dealers will give you an idea of the reputation and performance of the direct mail companies you are researching.
4. Reliability - are they able to perform over the long haul. Again, getting references and checking into reputation will answer this question. If they don t have any long-term customers then you should be skeptical.
5. List Quality -- make sure that your direct mail company is able to provide the specific mailing list that has the attributes needed to hit your target audience. The quality of the list is the single most important factor that will affect the success of your direct mail campaign.
6. Knowledge of the Account Executive -- make sure that the individual you are working with to develop your direct mail campaign is knowledgeable. There are too many companies that hire sales reps that have no experience with successful direct mail. Look out for any hidden charges that the rep did not disclose.
7. Wide variety of mail pieces and lists -- every dealer is different and consequently needs a list and mail design that will work best for his market area and target audience. Having only a couple of cookie cutter mail pieces to choose from is not advised.
8. Exclusivity -- you should work with a company that can offer you exclusivity in your market. Why run the exact campaign as your competitor down the street?
9. Proof of Mailing -- for every mail drop that you pay for you should receive a postal receipt 3602 from the direct mail company. Unfortunately there have been a lot of shady direct mail companies that have not delivered what they promised. A 3602 postal receipt will ensure that what you paid to have mail was actually shipped.
10. Guaranteed Performance -- find a company that will stand behind its work and results. There are too many companies that will make false promises and then not deliver on your expectations.

In summary, if you select a direct mail company with the above 10 characteristics, you greatly increase your chances of a successful direct mail campaign.

Grant Dunning is President and CEO of On-Target Direct, a division of the Dunning Group. Since 1986 Grant Dunning has been providing dealers throughout North America with innovative marketing tools. Contact Grant Dunning at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .