Quote, decoded
- Designfixed
- Setup / prepressfixed
- Printingper piece
- Listper 1,000
- Data processingfixed or per 1,000
- Addressingper piece
- Presort and mail prepper piece
- Postage (USPS price)per piece
- Delivery to USPSfixed
Ask for every line. Postage should match USPS prices.
The line items
| Line | Fixed or per piece | Notes |
|---|---|---|
| Design | Fixed | Sometimes free if you print with them, so check who owns the files |
| Setup or prepress | Fixed | File checks and plates. Often hidden in the unit price |
| Printing | Per piece | Falls as quantity rises |
| List | Per thousand names | Only for addressed mail |
| Data processing | Fixed or per thousand | Address standardizing, change-of-address checks, deduplication |
| Addressing and inkjet | Per piece | Printing each address and barcode |
| Inserting | Per piece | For letters and envelopes |
| Presort and mail prep | Per piece or fixed | Sorting, bundling, trays and paperwork |
| Postage | Per piece | Set by USPS, should be passed through at cost |
| Delivery to USPS | Fixed | Sometimes included |
Postage: the line to check first
Postage is the one cost the vendor doesn't control, so it should match USPS prices for the class and sort level used. Current examples: $0.260 per EDDM Retail flat, $0.255 for a saturation Marketing Mail letter, $0.453 for an automated presorted First-Class postcard at 5-digit. If a quote rolls postage into one per-piece price, ask for it separately.
Compare like with like
When two quotes differ, it's usually because they differ in one of these:
- paper weight or coating
- one side or two in full color
- whether data processing is included
- the mail class (First-Class vs. Marketing Mail)
- whether design, proofs or delivery are extra
A fair comparison
Send every vendor the same written spec. Ask for each line separately. Then add up only the lines both quotes include, and look at the extras separately.
FAQ
How much do direct mail services cost?
It depends on the piece, quantity, list and mail class. Postage is set by USPS, from about $0.26 to $0.82 a piece. Printing, data and preparation vary by vendor, which is why line-by-line quotes matter.
Should postage be marked up?
Ask. Many vendors pass it through at cost and charge for their own work separately.
Why do two quotes for the same mailing differ so much?
Usually because the spec or the work included isn't the same. Compare line by line.