3. Direct Mail Production Management
Roles and Responsibilities
• Professional project manager –
• Products, Services, Relationships and
Processes
• A critical partner at the design table
• A source for new package formats and capabilities
• Bid and procurement experts
• Master multi-taskers
pmgdirect.net | 410-290-0667
4. Direct Mail Key Disciplines
Direct Mail
Production
Package
Specifications
Printing
Data
Processing
Personalization
Mailshop/
Insertion
Postal Logistics
5. Direct Mail Production Management
Considerations
• Budget
• Package Costs
• Postage Costs
• Strategy/Audience
• Artwork
• Mission related requirements (Union, FSC, Recycle)
• Specific Client Requirements/Needs (i.e. caging)
• Timing
pmgdirect.net | 410-290-0667
6. Package Specifications
• Define and describe every aspect of your
campaign in great details leaving no room for
assumptions
• Understand the end product and the most
efficient way it should be produced
• Consider whether the piece(s) will be generic or
personalized
• Do the specs meet postal requirements?
• Mock it up!
pmgdirect.net | 410-290-0667
10. pmgdirect.net | 410-290-0667
Package Specifications
17”
11
”
Slit
Page 1 of Letter
Page 1 of Reply
8-1/2”
11”
Stacked Letter &
Reply
Both letter and reply will personalize giving
the appearance of a 2 way match. Because
of the form layout it’s not a match.
Interstack Form Set-up
11. pmgdirect.net | 410-290-0667
Package Specifications
8-1/2”
14”
Reply Portion
Top of Letter – Flies
the Package
Gutter/Take out for
Drop-Cut
Top of Letter – Flies
the Package
Reply – Nests into
Letter
Dropcut (Gatefold) Form Set-up
15. pmgdirect.net | 410-290-0667
Package Specifications
CMYK - Short for Cyan-Magenta-
Yellow-Black, CMYK is a color model in
which all colors are described as a
mixture of these four process colors.
Because such printing uses inks of
these four basic colors, it is often
called four-color printing.
PMS – Pantone Matching System is the
most popular color matching system in
the printing industry. A true PMS color is
defined by a mixture of inks that will
provide a specific color (i.e. PMS 185 is a
very common bright red color). Pantone
also allows process (CMYK) printers to
closely, but not exactly, match any of the
PMS standard ink colors.
Printing Inks – CMYK and PMS spot colors
18. Printing
Considerations
• Ganging
• Print quantity + appropriate spoilage:
• Mail quantity
• Number of panels/drops
• Multiple up form
• Machine or Handwork
• Proofing – PDF, live color or press check
pmgdirect.net | 410-290-0667
19. Data Processing
Data
• Ensure the most efficient and effective use of your data
to accomplish your goals
• Working knowledge
• File Layout - Ensure you receive one and that the
required fields are populated (exclude fields that are not
needed)
• Reports – Understand data scans (input & output), data
dumps, ask reports, NCOA reports
• ACQ list of lists, suppression files – know the priority
• Quantity – expected?
• Instructions - Do you know how to communicate your
needs?
pmgdirect.net | 410-290-0667
21. Personalization
Considerations for Variable Data
• Types – Scitex/inkjet, traditional laser,
handwriting, auto pen, digital
• Receive and give solid instructions
• Variable data clearly identified
• Fonts, point sizes, positioning
• Personalization Set-ups – PDF and on live stock
• Is live scanline testing necessary?
pmgdirect.net | 410-290-0667
23. Mailshop
Instructions and Considerations - Where Logistics Meet Strategy
• Know your suppliers’ requirements and capabilities
• Clearly identify each version and it’s specific requirements
• Material Delivery Notification – provide description and/or
inventory codes, quantity, how the piece will arrive (packaging, flat
folded, multiple up, etc.), delivery date, shipper info
• Trim and fold specifications
• Insertion order of components
• What is flying the package?
• Is window position accurate?
• What is the first thing the donor will see when they open
the envelope?
• Postage due date and how is the package mailing
• Additional services required (i.e. live stamp affixing, scitexing, etc.)
• Maildate(s)
pmgdirect.net | 410-290-0667
25. Workflow/Scheduling
Managing the Products, Services, and
Stakeholders
• Determine a schedule tool that works for all
• Communicate with your partners regarding the
length of time required by each
• Start with the end in mind – work back from the
mail date
• Identify complexity of package
• Involve your partners early
pmgdirect.net | 410-290-0667
26. Workflow/Scheduling
• Manage both tracks
simultaneously
• Identify interdependencies
among functions
pmgdirect.net | 410-290-0667
Strategy/Design/Production
Design Data
Laser
Personalization
Pre-press/
Printing
Mailshop
27. Workflow/Scheduling
pmgdirect.net | 410-290-0667
Concept
65 days
before
Mail Date
Final Art
25 days
before
Mail Date
Print
14-21 days
before
Mail Date
Data
Processing
12-16 days
before
Mail Date
Personalization
10-14 days
before
Mail Date
Lettershop
7-10 days
before
Mail Date
Mail
Date
28. Bid and Procurement Process
To secure the best price/quality/delivery:
• Bid to your network of suppliers’ strengths
• Get at least 5 competitive bids per
component/function
• Correct specs are a must
• Think of/be open to options/alternatives
• Be mindful of hidden costs (plates, dies, set-ups,
deliveries, etc.)
• If it’s too good to be true…
pmgdirect.net | 410-290-0667
29. Direct Mail Production Management
To ensure a successful outcome:
• Get suppliers involved in the planning stages of
your project – schedule and strengths
• Stay on schedule – meet your critical dates
• Provide accurate and detailed instructions
(garbage in equals garbage out)
• Build relationships!
pmgdirect.net | 410-290-0667
30. Postal Logistics
Creative Mailing Strategies
• Give You More Control of Delivery Time and
Reduce Postage Expense
• Deliver your mail directly to the NDC/ASF or
SCF for NDC(ASF)/SCF discounts
• Consolidate your mail with other mailers to
minimize freight costs and max. savings
• Commingle your mail with other mailers for
deeper volume discounts
• Hybrid approach
pmgdirect.net | 410-290-0667
31. Postal Logistics
Entry Point: Mail delivered to your mailshop’s local Post Office.
NDC: Network Distribution Center, an automated USPS distribution
facility, presently 29 throughout the USA.
SCF: Sectional Center Facility, a USPS mail-processing hub that serves the
large area designated by the first three digits of a ZIP code.
Commingle: To integrate dissimilar mail into the same mail stream,
resulting in further postal discounts by taking advantage of the increased
volume to intended ZIP codes.
pmgdirect.net | 410-290-0667
32. How Most Mailings Move
Through the USPS
pmgdirect.net | 410-290-0667
Origin SCF Origin NDC
Destination NDC
Destination SCF
Local Post Office
Residence
Mail Shop
Local Post Office
33. Here’s One Way We
Reduce Postage and Expedite Delivery:
Drop Shipping
pmgdirect.net | 410-290-0667
Origin NDC
Destination NDC
Destination SCF
Local Post Office
Residence
Mail Shop
Local Post Office
Origin SCF
34. Here’s Another Way to
Reduce Postage and Expedite Delivery:
pmgdirect.net | 410-290-0667
Origin NDC
Destination NDC
Local Post Office
Residence
Mail Shop
Local Post Office
Origin SCF
Commingler Destination SCF
Commingling
35. Postal Analysis Shows You
How to Save the Most
pmgdirect.net | 410-290-0667
$164,112.43
$146,482.30
$144,097.72
$142,309.74
Postal Logistics
finds the best
blended rate for
your campaign,
maximizing your
savings.
Postal
Logistics
Commingling
Drop
Shipping
Entry Point
36. It’s in the mail but your job isn’t over:
• Budget reconciliation/Invoicing
• Mail tracking/Seeds
• Samples
• Results Analysis
• End of Job Recap
pmgdirect.net | 410-290-0667
Wrap Up
37. Thank You!
The Production Management Group
Meg Ferguson
410-290-0667
meg@pmgdirect.net
pmgdirect.net | 410-290-0667
Editor's Notes
Direct Mail Production – Its Own Language
A Production Partner can serve as your translator!
Much like the text language and online chat abbreviations sometimes need translating so do DM acronyms!
You need to have an understanding of the language and if you are confused about something, ask for clarification! Clear understanding of what you are trying to accomplish depends on how you are communicating your needs and requirements.
Facing Identification Mark
Coding Accuracy Support System
Professional project managers – manage and choreograph the many moving parts from creative concept to mailing and beyond!
Strategists – May not be a designer or copy writer or a data analyst but if you do your job well, you will become an invaluable source or knowledge regarding what works and what doesn’t.
Bid and procurement experts – Establish a network of partners that can help you become knowledgeable in printing, paperstocks, laser and mailshop equipment and all things production so that you can achieve your desired end result.
A critical partner at the design table – you will want to provide guidance regarding the mechanics of the package and techniques available to accomplish the desired effects (measurements/logistics, handwritten packages, laser inks)
Source for new package formats/capabilities – Attend industry events/educational seminars, paper shows, be open to supplier visits, etc. You never know from where the next great idea or learning opportunity will come.
Master multi-taskers – Doing all of the above at once!
Before you can put best practices into place you have to understand all of the hats that are worn during a direct mail production process as well as the language of DM production.
This industry requires a very unique skillset – it requires a mix of science and art which are usually not characteristics that an individual is equally strong.
While it’s important to bring the right experts to the table it is equally important to have an understanding of each area’s significance and its role in the grand scheme of things.
A good production partner has that unique perspective so that they can apply industry best practices within each area or concentration for a flawless and efficient campaign. (At least flawless in the eyes of the donor!)
Creative – designers and copy writers
Printers – varying requirements and varying levels of quality
Data Processing
Personalization
Lettershop -
Postal – rates, regulations, logistics, tracking…
Package Specs – Don’t leave your suppliers to assume anything! Be specific – stocks, inks, sizes, folds, perfs, window positioning. Mock it up!
Printing – Strategy and Budget driving – so know your options. Cut Sheet/Continuous, 4CP/PMS spot colors, Flexo/Jet
Data Processing – working knowledge of the data you are handling. Make sure there is a File Layout and the fields required are populated
Mailshop & Personalization – receive and give solid instructions; Know your suppliers’ requirements
Postal Logistics – Have your file analyzed to ensure the most cost efficient postal rates
Package Specs – Don’t leave your suppliers to assume anything! Be specific – stocks, inks, sizes, folds, perfs, window positioning. Mock it up!
Printing – Strategy and Budget driving – so know your options. Cut Sheet/Continuous, 4CP/PMS spot colors, Flexo/Jet
Data Processing – working knowledge of the data you are handling. Make sure there is a File Layout and the fields required are populated
Mailshop & Personalization – receive and give solid instructions; Know your suppliers’ requirements
Postal Logistics – Have your file analyzed to ensure the most cost efficient postal rates
Package Specs – Don’t leave your suppliers to assume anything! Be specific – stocks, inks, sizes, folds, perfs, window positioning. Mock it up!
Printing – Strategy and Budget driving – so know your options. Cut Sheet/Continuous, 4CP/PMS spot colors, Flexo/Jet
Data Processing – working knowledge of the data you are handling. Make sure there is a File Layout and the fields required are populated
Mailshop & Personalization – receive and give solid instructions; Know your suppliers’ requirements
Postal Logistics – Have your file analyzed to ensure the most cost efficient postal rates
Package Specs – Don’t leave your suppliers to assume anything! Be specific – stocks, inks, sizes, folds, perfs, window positioning. Mock it up!
Printing – Strategy and Budget driving – so know your options. Cut Sheet/Continuous, 4CP/PMS spot colors, Flexo/Jet
Data Processing – working knowledge of the data you are handling. Make sure there is a File Layout and the fields required are populated
Mailshop & Personalization – receive and give solid instructions; Know your suppliers’ requirements
Postal Logistics – Have your file analyzed to ensure the most cost efficient postal rates
Package Specs – Don’t leave your suppliers to assume anything! Be specific – stocks, inks, sizes, folds, perfs, window positioning. Mock it up!
Printing – Strategy and Budget driving – so know your options. Cut Sheet/Continuous, 4CP/PMS spot colors, Flexo/Jet
Data Processing – working knowledge of the data you are handling. Make sure there is a File Layout and the fields required are populated
Mailshop & Personalization – receive and give solid instructions; Know your suppliers’ requirements
Postal Logistics – Have your file analyzed to ensure the most cost efficient postal rates
ID complexity of package - #10 versus Handwritten Package or one involving a premium are two very different beasts
Work back from the maildate – to determine how much time you need to allow for each step in the process
Work with your partners – talk to them about their capabilities and how much time they need; give them a commitment well in advance so they can schedule the job
Work your schedule up both tracks – Design and Data
ID Interdependences…
Bid to your suppliers’ strengths –
Correct specs are a must – bleeds, size, stock (FSC), etc.
Try to get at least 5 competitive bids per component/function
Think of options while pricing – house stocks, gang run, existing dies, etc.
Be mindful of hidden costs – plate changes, label dies, AA’s, set-ups deliveries, fuel surcharges, etc.;
If it’s too good to be true, it probably is!
Get the supplier involved in the planning stages of your project – schedule and strengths
Stay on schedule – meet your critical dates – such as receipt of art, data, postage funds
Provide accurate and detailed instructions (garbage in equals garbage out) - “Do what we did last time” does not necessarily get the job done!
Build relationships! – Client, internal and external; Suppliers – consider what would help make their job easier. Be their favorite!
