:::::::NETWORK::::::: the ladue news business connection ::

by Tina M. Farmer

Many years ago, some predicted that the telephone would bring an end to the postal service as we knew it; not so long ago, many thought that the Internet would bring about its demise. While it is true that the rise of each technology affected the operations and mission of the postal service, it is equally true that the postal service is a thriving business, delivering millions of letters, postcards and packages to millions of addresses each day.

Nearly every household in America has a telephone and more than two-thirds of us are online. Still, our mailboxes continue to be filled, often with bills or software updates from the same technologies that were once viewed as a threat to the postal service. Direct mail, the method by which specific information is delivered to chosen individuals, accounts for a large portion of that business. “There will always be nay-sayers, but I haven’t seen any decline,” states Paul Schmitt, sales and marketing manager of Specialty Mailing, “If anything, we’ve seen an increase of technology companies and Web sites that send direct mail to attract new business.”

Forward-thinking companies take advantage of old-fashioned U.S. mail to deliver their message directly to groups and individuals they target because “mail is an efficient, inexpensive way to communicate your message to many people,” explains Schmitt. By partnering with a mail house (or mail services company), businesses can maximize the impact of their direct mailing efforts and receive the best possible postage discount. Direct mail houses, such as Specialty Mailing in Clayton, and St. Louis Pre-Sort, located on the Hill, offer businesses a variety of competitive advantages incorporating the latest mailing and sorting technology as well as dedicated customer service to ensure they get the highest possible return for their marketing dollars.

One of the benefits of employing a direct mail service is the ability to utilize barcode and address verification technology, which greatly reduces the number of mistaken addresses or undeliverable pieces and sorts the mail prior to delivery to the postal service. Mail houses can bundle mail by address, often adding the “plus four” zip code for greater accuracy. The coding accuracy support system (CASS) certification used by Specialty Mailing also catches common misspellings and abbreviations.

St. Louis Pre-Sort is licensed and insured by the U.S. Postal Service, allowing them to pick up and sort first class mail. Since its inception more than 13 years ago, their pre-sort capabilities have grown to include the ability to sort, barcode and present up to 600,000 pieces of commingled mail to the post office in a single day. St. Louis Pre-Sort also incorporates address certification technology to minimize delivery errors. The ability to accurately process such large quantities allows them to receive the largest possible postage discounts, which they, in turn, pass along to their clients.

Fulfillment services offered by professional mail houses offer considerable man-hour savings due to more efficient folding, insertion and shipping processes. Due to multiple client mailings, even smaller runs, at a minimum of 200 pieces, can earn the highest discount. Many mail houses offer additional services most businesses don’t have the space or ability to process. These can include warehousing and packaging capabilities for items from CDs to t-shirts, importing address or shipping data from standard office formats, and telephone and interactive address collection and fulfillment technology.

Another advantage of using mail house services is the service itself. Both St. Louis Pre-Sort and Specialty Mailing believe the key to success in this industry is attention to detail and quality of service.

“Over the years, the most important key to our success is that we treat our clients’ mail just like we would treat our own mail,” says Mark Schaetzel, sales manager and a partner at St. Louis Pre-Sort. “We weren’t stuffy pin-striped guys barking orders; we gained clients by paying more attention to them and their needs, and recognizing their unique business personality,” continues Schaetzel. The company also applied this philosophy to its employees. The commitment demonstrated to the company’s union and employees is reflected in employee longevity and dedication. The average employee has been with St. Louis Pre-Sort for more than 10 years.

At Specialty Mailing they treat the small business just like a big customer. “A lot of small businesses see us as their business partner,” states Schmitt. “We have built relationships with large printers that allow us to offer competitive pricing for any volume print job,” he concludes, “Whether it’s 200 pieces or two million pieces, we can handle it.” By keeping in constant communication with his clients and their needs, Schmitt can avoid lastminute changes and keep costs down.

According to long-time Specialty Mailing client Keith Savage of Minority Business Enterprises, Inc., this philosophy is crucial to a successful direct mail relationship. “Communication is the key,” he says. “It is a must to ensure that my needs can be accomplished and that, if other issues arise in a project, they can be handled. I need this to feel comfortable in making a mail house my onestop vendor.”

At St. Louis Pre-Sort, keeping the client in focus is a top-priority for all employees. “Every client gets personal attention from an experienced mail person, driver or administrative staff,” says Schaetzel.“We focus on our client and offer creative ideas that other companies just don’t offer, but we aren’t a turnkey business; we don’t seek to coordinate or sell standard mail marketing or offers.” He concludes, “Our success comes from making our clients look good, look smart.”

When businesses are looking for cost-effective methods to reach the public, direct mail efforts are sometimes dismissed as out-of-date. In truth, by partnering with an experienced, client-focused mail house such as St. Louis Pre-Sort or Specialty Mailing, many businesses will discover that they can create a lot of impact and response by going direct to the client’s mailbox.

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