Summary Checklist for Getting Started in the Mail

[ ]   Prepare your offer.

[ ]   Fill out a blank direct mail profit planner, using estimates from your printer, lettershop, and other suppliers.

[ ]   Verify that your product, free gift, and whatever else you intend to offer will be ready when you need it.

[ ]   Talk with your mailing list professional and order your mailing list.

[ ]   Meet with your copywriter.

[ ]   Review the first draft, and ask for changes, if necessary.

[ ]   Take the necessary action to have your product, free gift, and anything else that will fulfill your order available on time.

[ ]   Approve copy for all components of the mailing.

[ ]   Meet with the designer and give them the approved copy.

[ ]   Review preliminary design for the mailing and ask for modification, if necessary.

[ ]   Approve the design, and ask our designer to prepare "camera-ready art."

[ ]   Ask your lettershop for an actual price and completion date, based on the design.

[ ]   Designer supervises photography and retouching, if necessary.

[ ]   Review camera-ready art, and make changes as necessary.

[ ]   Send approved camera-ready art to your printer, and ask them for an actually printing price and completion date.

[ ]   Check with your mailing list house if your list hasn't yet arrived or is not correct. Ask your lettershop when they want the list.

[ ]   Redo your direct mail profit planner form, using your actual lettershop and printing prices, and correcting any other figures.

[ ]   Approve the printing price and printing timetable, and give the printer your OK to print.

[ ]   Approve the "blueprints" from the printer.

[ ]   Be there when your job is being printed.

[ ]   Get the printed pieces to your lettershop for mailing.

[ ]   If you're seeking sales leads, distribute your mailing package to your sales force, telling them when it will go out, and when they'll get the leads that result.

[ ]   Alert your fulfillment people when your mailing will go out, and when they'll receive orders to fulfill.

[ ]   Your lettershop tells you your package is in the mail.

[ ]   Record when orders come in, and immediately get them to your fulfillment people (or sales reps).

[ ]   Supervise your staff and fulfillment people closely to be sure that orders are handled quickly and professionally.

[ ]   Use the actual costs and results from your mailing to fill out your direct mail profit planner again. These figures are the basis for planning future mailings.

[ ]   Add the names of your customers and inquirers to your permanent mailing list.