Direct Mail Checklist

Looking for ways to prune postal bloat? The Direct Marketing Association offers this checklist of cost-cutting ideas:

• Fine-tune your mailing list.
• Stop mailing to duplicate names.
• Eliminate nonresponders and marginal prospects.
• Be sure you're using accurate addresses.
• Check for correct ZIP codes.
• Watch for mail shipped to wrong apartment or suite numbers.
• Check for missing directionals, such "N." for "North."
• Take advantage of postal discounts and services.
• Use the USPS's National Change of Address list to keep your mailing list current.
• Print "Address Correction Requested" on the face of your mail.
• Investigate commingling your mail with that of other small mailers to take advantage of discounts available mainly to large mailers.
• Print your bar-coded ZIP+4 on Business Reply Mail.
• Stockpile mail to build up larger volumes.

Excerpted from Start Your Own Business: The Only Start-Up Guide You'll Ever Need