2005 Insert Media Marketers Idea Exchange
How can you cut

How can you cut

"Collate pieces at the distribution/order fulfillment center, as this will cut shipping costs of moving the collated pieces/envelopes back to where the orders are fulfilled. [Also,] manage shipping costs. If you accept overweight pieces and don't charge additional for this, it could be eating away from your revenue if this increase in weight also increases your costs for shipping. And manage inventory. Each item—or type of item—in the warehouse may incur an overhead cost based on the amount of space it occupies. Don't accept too many pieces at a time that will sit and incur overhead charges. Keep insert inventory at a minimum."

—Meg Garabrant, account executive, AM/Direct Insert Media Division, Millard Group Inc.

"Insert Media cost saving potentials: gang print runs to take advantage of larger press runs; see if you can find printing sources close or closer to your major programs (thus, reducing freight costs); [and] examine options for different size pieces, which may print less expensively."

—Al Stanton, president, Stanton Direct Marketing Inc.

"To reduce production costs, if possible and depending on the program, hand insert pieces into product shipments vs. collating into an envelope. For collated programs, maximize quantity printed to leverage costs."

—Jody Smith, insert media management division, Mokrynskidirect

"Continuously test copy and layouts aiming for the lightest-weight piece that will work. Try Web-driver inserts which keep your piece ultra lightweight (.06-0.1 oz) as they do not sell product. ... Use a rep that can help you share space with other mailers for costly situations as well as one that manages sizable campaigns for other mailers, as they may carry more heft for negotiation."

—Paulette Kranjac, president and CEO, List Process Co.

"Print extra keys and keep them on hand to take advantage of low-cost remnant opportunities. Don't wait until the last minute to print. If you give your printer flexibility in the press date and paper stock, you can negotiate lower rates."