All indications point to another increase in paper costs this summer. With budgets already tightened, direct marketers will need to get creative in their efficient use of paper in order to deflect these rising prices.
On the bright side, being more efficient with paper can be better for the environment and your budget. With that in mind, here are a few simple strategies for working with your production partners to keep paper costs under control.
Build partnerships and communicate with your production partners
The more your partners know about your marketing goals, budget constraints, and paper needs, the more they can work proactively to ensure the right paper is on-hand when you need it – and at an acceptable price. Ask your partners about their relationships with paper manufacturers and merchants. Chances are, if they have a good rapport with the paper industry, they are better positioned to help you manage your costs.
Consider alternative paper options
We all have our favorite type of paper, but it might be time to switch brands or basis weights, particularly when a comparable product is more cost efficient and readily available. When exploring alternative paper options, be sure to ask yourself what the effects of a different paper stock may have on the final cost of your mail piece, response rates, and postage.
Direct marketers certainly face challenges when dealing with fluctuating paper costs. But by working with your production partners and exploring alternative paper options, you can minimize the impact the anticipated price increases will have on your upcoming direct mail campaign.
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