Should a printer do the mailing?

The question is often asked whether it is better to use a printer to do both the mailing and printing of a direct mail campaign, or to use independent places. The answer lies with the motivation of each. 

A printer makes their money based on the quantity of pieces they print and what they look like. Therefore, the printer’s motivation is not necessarily in the customer’s overall best interests.

The mail piece’s design should be maximized to produce the greatest results and need not be the most extravagant. It should balance the desired image. This may be counter-productive to the printer’s bottom line.

Additionally, the mailing list should be cleaned and honed to produce the greatest results and need not be the greatest number, just the most targeted number – cleansed for move updates, the removal of duplicates, and, if appropriate, the removal of moves out-of-the-area. This, too, may be counter-productive to the printer’s bottom line.  

Lastly, each company should do what they do best. The printer should print. The mailing house should direct on the mailing options, the postage costs, the delivery considerations, the cleansing and/or selection of the mailing list, and the processing of the mailing.