Mailing Services -- Check's in the Mail(ing)

Low entry costs, the opportunity to cut time and expense out of marketing programs, and the chance to get a firmer grasp of more of the customer's business all argue for mailing as a logical diversification path for printers. Fulfillment services can be a different animal, however.

For a printer, direct mail is low-hanging fruit, contends Al Kennickell of Kennickell Print, Direct Mail and Fulfillment in Savannah, GA. "If you're printing something anyway, the client is likely to say go ahead and mail it. Fulfillment is more difficult. It's easy to make mistakes in that business."