I never think twice when receiving an opportunity to contribute to a publication like Target Marketing Magazine. I always enjoy sharing our experience at IWCO Direct with different audiences. So let’s cut to the chase. In its most recent issue, I offer eight ways to keep your direct mail printing costs on a healthy diet. Here are a few highlights:
- Engage your supplier (and other partners) early and often. After choosing the print format you’d like to use, make sure your supplier optimizes the specifications for the equipment they’ll be using. Format optimization will reduce cost by increasing throughput and “runability.” And it can be applied regardless of which kind of mailer you plan to distribute. At the same time, make sure your agency (or internal creatives) and printer are on the same page. Deadlines (and efficiency goals) are rarely met when specifications between partner and supplier don’t match.
- Choose the right platform. Digital printing has opened a floodgate of possibilities for the printing community. But it’s not always right for every project. In fact, there are circumstances when it can actually add cost to a direct mail campaign when chosen over conventional offset. It’s not always about cost, though. Consider other factors with your supplier like speed-to-market, version requirements, paper options and finishing requirements.
- Consider “total package” suppliers. While printing costs are certainly a big part of the production expenses recipe, there are finishing, shipping and mailing costs as well. Consider working with a supplier who can produce all components of a direct mail package in-house. This integration can not only help you use less packaging, it can also reduce freight cost between suppliers. These advantages will help lessen your environmental impact, too.
For the remaining five tips on how to cut back on your direct mail printing costs, read the full article from Target Marketing Magazine here.
Subscribe via email to our Stevie® and Feedspot award-winning blog and get a fresh post delivered weekly to your inbox. We promise to keep it interesting, but you can easily unsubscribe if we don’t.