Johnson & Quin

Reduce Direct Mail Production Costs Without Sacrificing Effectiveness
April 16, 2008

Everyone in business is looking for ways to reduce costs these days. But reducing direct marketing efforts doesn’t have to be the answer. The good news is that you can reduce direct mail production costs and still develop relevant, attention-getting direct mail by paying attention to four areas in the process: your materials, your production choices, the use of data, and a true understanding of current postal rules and regulations. 1. The use of materials. Aside from the “green” considerations that are of vital importance today, you can actually spend less if you move to a lighter-weight paper for your piece; e.g., a 20-lb