From Postage to Printing Nine Tips For Getting the Biggest Ban
5. Get Postal Discounts
The greatest single expense of any mailing is postage. Send out a Standard (bulk) mailing in ZIP code order, and you'll spend $250/M. On the other hand, if you do the lion's share of the sortation work for the USPS, you can save yourself as much as $100/M on postage.
To get a handle on the highly complex business of postal classification and preparation for mailing, check out the USPS Web site: www.usps.gov/
6. Learn More about Printing Processes
A serious lack in the direct mail community is a cadre of knowledgeable print buyers. In their zeal to cut expenses, many marketers and agencies have gotten rid of their own production people and production consultants, handing the work off to circulation directors or direct mail managers.
Do not put yourself into the hands of one printer who promises you good prices on the whole job without first checking other sources thoroughly. Yes, dealing with one source is easier, and occasionally you'll find a printer who has all the right equipment under one roof.
But some printers, for example, are set up to offer very good prices on print runs of 50,000 in two-color. This same printer may kill you on a run of 500,000 in four-color—and vice-versa.
Learn what press is best for what job, and which printers are equipped with those presses. Consider having a job printed at several printing plants and then assembled at a lettershop. And, above all, beware of low-ball bids from a printer with whom you've never worked before.
7. Save Paper Costs
If your job is large enough, think long and hard about letting the printer supply the paper (and take a mark-up) vs. buying your own paper and shipping it to the printer to use.
8. The Direct Mail Strip Tease