MAILING SERVICES — GIVING POSTAGE ITS DUE

MAILING HAS been rapidly evolving from being seen as an opportunity for diversification and differentiation to a standard offering of full-service print providers. This is particularly true for shops that have moved into digital printing and variable data marketing services.

Variable data and mailing are a natural fit for obvious reasons. For one, the same database that drives the variable content of a direct marketing piece is also used for the mailing information. Controlling both stages of the process gives the printer advantages in terms of on-time delivery of mailed pieces. Being able to apply mailing expertise at the production stages also puts a printer in a good position to recommend changes to the physical characteristics of a piece, which can result in postage savings.