Last month, I was interviewed by DM News, a publication focusing on the Direct Marketing industry, about ways to reduce the cost of direct mail pieces. As a printer, I’ve seen many projects that were relatively inexpensive, but have packed a great punch and produced results for the client. Here were the tips that I gave to the magazine:
“It pays to remember the four elements of design: size, shape, stock, and selling features. By breaking down a design piece in this format, you can simplify your project and greatly reduce the cost.
Let’s start with size. Odd sizes cost more, not only to print, but to mail. The number of outs you get out of a full-size sheet will greatly affect the finished price. That’s why it’s always better to do a five by seven inch postcard with bleeds rather than a 5.5 x 8.5 inch or a six by nine inch - you’ll get more on a sheet. Remember, more on a sheet is directly linked to a lower price.
Shape matters as well - not necessarily just with the printer, but also with the post office. The USPS now adds a postage surcharge for square items, and anything over the maximum letter size carries a surchage as well. In addition, if your piece exceeds one ounce, you may want to reduce the size and shape to get a lower price.
Stock is always a factor in the cost, and the best way to choose a stock is to think of the end use. Too often, designers choose more stock than they need. Be conscious of mill orders, too. Extra freight is expensive. You often don’t need to ship in special stock when a comparable product is available locally.
And finally, don’t forget to eliminate ’selling features.’ These are the fancy things you show your client when ‘closing the deal,’ such as film laminating, aqueous coating, or fancy die cuts. Most of the time, these are pie-in-the-sky features that will be eliminated in the end, so try to sell the piece without it. Rely on your talent - that’s why you were hired in the first place.”
As you can see, there are many ways to reduce your costs just by getting creative and by knowing the little secrets and tips that I shared with the readers of DM News. So the next time you’re planning a project for direct mail, keep these things in mind. You, too, can save money on your next project.
