6 Ways to Survive High Postage Costs
3. Choose Your Paper Stock Wisely
Boardroom also saves money by using less expensive, commodity-grade paper. This paper is available at any plant, and printers oftentimes maintain large inventories of it in a variety of weights and then pass along volume discounts from paper suppliers to the customers who make use of this paper.
"We try to print direct mail promotions on paper that's a little easier to get and get rid of," says Shankewitz. "With our mailing quantities down, we sometimes still get stuck with a lot of extra paper. "
4. Maximize Your Print Sheet
To get the most out of your printing dollar, also try designing your printed components to get the maximum number of pieces per printing impression.
This tip comes via a whitepaper called 10 Cost-Saving Direct Mail Production Tips, published by d.trio marketing group, a direct and multichannel marketing agency. A more efficient print run means less paper and less waste, as well as less total press time. Most printing facilities have several presses. Understanding the specifications of each press will help you achieve a more efficient press run and lower overall printing costs.
Ask for a complete list of equipment, and pay particularly close attention to each press's maximum/ minimum roll width (web presses) or sheet size (sheet fed). For web presses, make sure to note the printing cylinders cut-off or cylinder size measurement.
5. Mix Direct and Social
Combining direct mail and social media to create engagement with customers and prospects is another great strategy for meeting the demands of these tough times.
"It's not enough to just push out messages to customers anymore," says Jim Gilbert, president of Gilbert Direct Marketing, a Boca Raton, Fla.-based catalog and direct marketing agency. "For a modern company to succeed, it must cement its customers to its brands and products using every possible channel."