Print and Production: Controlling Print Costs
Your print format can help drive savings on postage. Be sure your mail piece is compliant with all postal regulations and is eligible for all available automation discounts. The regulations for self-mailers changed recently (bit.ly/uspsfsm), so be sure you have current information to avoid surcharges that could be imposed if you fail to follow the new regulations.
Talk to your suppliers about ways to optimize your postage spend. Ask about co-mingling to improve your tier qualification and lower your postage cost. Co-palletization may offer logistics savings, as well.
Consider using a supplier who can produce all components of your direct mail package in-house. This integration will reduce freight cost between suppliers and, as an added bonus, your environmental impact. You'll use less packaging, too.
These eight tips are simple to implement, highly effective and will eat deeply into your direct mail print production costs. The common theme is engaging suppliers early and often. Make them partners in your cost-saving objectives by focusing on efficient design and optimal use of technology. Costs will drop, results will inspire, and your direct mail campaigns will stay on-point and on-budget.
Debora Haskel is vice president of marketing at Chanhassen, Minn.-based direct marketing solutions provider IWCO Direct. Reach her at firstname.lastname@example.org.