The Best Practice Guide, which is available for free online, was put together by the ADMA’s Mail Marketing Council.

It covers the whole lifecycle of a mailed document, from planning strategy to number-crunching and customer concerns.

The ADMA, whose members from the print industry include Geon, Salmat, PMP and Kwik Kopy, said the guide was put together by a team of experienced direct marketers to help the printing sector create effective direct mail.

Mail Marketing Council chair Ross Ingleton told ProPrint: “The Direct Mail Best Practice Guidelines is designed to assist practitioners in the art of effective direct mail, by outlining seven key principles that will guide people through the direct marketing maze.”

He said the guide would suit companies at all points of the direct marketing chain.

“As the lines blur between agencies, printers and mail houses, the Best Practice Guidelines represent the best free advice for service providers and their customers, in undertaking cost effective direct mail that delivers results,” added Ingleton.

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