I recently sat with Andrew Camponelli, Chief Revenue Officer at Direct Marketing Solutions (DMS).

He’s spent hundreds of hours researching marketing channels, testing conversion optimization techniques, and interviewing experts across industries. One consistent finding?

👉 Most businesses overlook direct mail entirely or execute it poorly by choosing the wrong partner.

Based on the chat with Andrew, we compiled the critical questions that separate ordinary vendors from strategic partners you can build with for the long-term. What follows is your tactical guide to partner selection.

Four Critical Assessment Categories

When selecting a direct mail partner, focus on these four areas:

1. Strategic Capability - What they know

2. Operational Excellence - How they execute

3. Proactive Communication - How they engage

4. Crisis Management - How they respond

12 Questions That Separate Vendors from Partners

Strategic Capability Questions

1. Walk me through the last three ROI-positive campaigns you've built from scratch for companies at our stage. What specific approach did you take with each?

2. What industry benchmarks should we target in months 3, 6, and 12, and what tactics have worked to achieve them?

3. Which targeting approach would you recommend for our specific product, and why? Who have you implemented this for previously?

"Finding the right vendor with background in your industry who understands what works from a test and learn perspective to optimize the program quickly is critical."

Operational Excellence Questions

4. If we approve materials 24 hours late, what happens to our mailing date? Walk me through your contingency process.

5. What does our dedicated team structure look like, and what percentage of their time will be dedicated to our account?

6. What do your most successful clients do differently from your struggling clients?

Andrew warns: "We missed it as a client. We weren't told that a one-day internal delay equals a week and a half delay for mail drop." 

Force transparency on operational realities.

Proactive Communication Questions

7. Can you show an example of a proactive recommendation you made to a client that significantly improved performance?

8. How do you structure your meeting cadence to ensure we're looking forward, not just reviewing past performance?

9. What does your standard reporting look like, and how do you use it to drive action rather than just information?

The best partners don't wait for direction: "We were always talking about the next 60 days…I knew I never had to worry about anything in flight because they had it."

Crisis Management Questions

10. Tell me about a campaign that underperformed. What specific steps did you take to diagnose and correct it?

11. If our response rates are 30% below projection after the first month, what action plan would you implement?

12. How have you handled unexpected postal rate increases with clients in the past year?

Don't wait for trouble before discussing the action plan.

Your Partner Selection Rubric

Use this simple scoring system when you vet potential Direct Mail vendors.

Red Flags (-1 point for each example):

• Vague answers without specific examples

• No discussion of potential challenges

• Excessive focus on capabilities rather than results

• Unable to provide client references

Green Lights (+1 point for each example):

• Provides actual campaign examples with metrics

• Challenges your assumptions constructively

• Discusses both successes and failures transparently

• Demonstrates knowledge of your specific industry

A score of +4 or higher indicates a potential strategic partner rather than just a vendor.

Who Will Be On The Delivery Team?

The people who sell you aren't always the people you'll work with. Get the specific names of folks who will be working on your account and vet those individuals.

"Ask the tough questions. What happens if we're late in approval? Can you guarantee this drop date? Who is our dedicated team? In many cases, the sales team takes a backseat after the transaction."

Your Diligence Should Go Far Beyond Costs

The difference between an adequate vendor and an exceptional partner isn't just price - it's their ability to proactively drive your program forward.

As Andrew puts it: "You can't put a price on strategic capabilities. If you're only looking at cost per piece, agency fees versus media costs, [you’re missing the bigger picture]. I encourage clients to really take a look at the all-in value."

Choose wisely. Your ROI depends on it.

Want to chat with Andrew Camponelli or the Direct Marketing Solutions team? Find them at teamdms.com

Note: The Free Toaster is not affiliated with Direct Marketing Solutions. This is an editorial piece, not sponsored.

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