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8 Tactics to Trim Printing and Mailing Costs

1. Choose a cost-effective format
There’s a reason that you’ve probably never seen a 7" x 71⁄2" brochure. It doesn’t fit neatly into most standard envelopes, and custom-made envelopes are costly to manufacture. That’s why most printers recommend working with standard paper sizes. An 8 1⁄2" x 11"-size paper, for instance, can be folded into thirds and fit neatly into a standard business envelope.

2. Use color sensibly
Obviously, the least expensive mailer to print is one that uses plain black ink on white paper. However, highlighting the piece with one or two extra colors, though slightly more expensive, can help your mailing stand out. Color photographs are more costly to reproduce, but may be worth it. Use them when the full color helps your message—to showcase products, scenery or rooms at an inn.

3. Know what paper to use
While there are many papers to choose from, it’s simpler to focus on the difference between plain paper and glossy. Glossy paper, though ideal for reproducing color photographs, produces a glare that might make the text hard to read.

Glossy paper is best used only for color brochures with photographs. If there are no color photographs, use plain paper. Choosing the right paper is an art. Local printing companies will help.

4. Give printers time
The old saying, “speed-quality-price, pick any two,” is equally true in the printing business. If you’re working with a printing company, give the finished piece to your printer well before you plan to mail it. This will give the printer time to do the job right and may save you money on rush charges.

5. Proofread before printing
When you have everything together and are ready to print, proofread the piece. And when you’re finished, proof it again. Then ask someone else to proofread it. Don’t forget to proofread those things you see all the time, like your name, address and phone number. After all, you don’t want to go to the expense of printing something that you can’t use because of a mistake.

6. Clean your mailing list
Eliminate duplicate names from your mailing list. The cost of each letter doubles and triples when you send two or three to the same person.

7. Take advantage of Postal Service™ discounts
There are steps you can take when you prepare your mailing that may help you save money on postage costs. Using standard sizes and keeping the weight of your mail piece under one ounce eliminates additional postage. You might also be able to obtain Presorted First-Class Mail® or Standard Mail™ discounts by following guidelines in the Domestic Mail Manual and other U.S. Postal Service™ publications. They are available at the Post Office™ and online at www.usps.com/directmail/rates/govpubs.htm.

8. Do it all online
Now you can upload a document and mailing list, click a mouse, and send your mail. Everything is taken care of automatically. The companies that do this use the latest digital printing presses, so you can personalize every mailing. And they presort and format every address on your list, so you qualify for postage discounts. Visit the authorized Direct Mail merchants at www.usps.com/directmail.

The most cost-effective way to turn your idea into a mailing.

These days it’s very easy to produce and print a mailing yourself. All you need is a computer, an inkjet printer and paper. However, this approach can also be very time-consuming. So you may want to work with a printing company.

This is not necessarily expensive. If you plan properly and make the right decisions early, you can control the cost. Here are some things to consider.

  1. Choose a cost-effective format
  2. Use color sensibly
  3. Know what paper to use
  4. Give printers time
  5. Proofread before printing
  6. Clean your mailing list
  7. Take advantage of Postal Service™ discounts
  8. Do it all online
Article Source: http://www.zairmail.com/articles/simpleformula1.asp

Read other articles in this issue:

The 10 Commandments of B-to-B Direct Marketing
Your Price is too High!

8 Tactics to Trim Printing and Mailing Costs
Business to Business Website

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April 20, 2019

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