October 23, 2012

Save Money on Direct Mail Printing

Direct mail is still one of the most cost effective methods of connecting with customers in your local geographic area. With even a small list of client names and addresses, you can send tailored postcards and keep your brand in front of potential customers.

But even with the relatively low price for direct mail printing and mailing, there are still some great ways to cut costs. The most important step in reducing the cost is a little planning – choosing the right marketing message and target audience will mean your postcards get a greater response rate. Here are some tips for cutting costs on direct mail marketing.

Avoid expensive designs
Instead of hiring a professional designer, create your own postcards with the help of the graphic designer at the printing company. Be sure to print with a professional rather than on your home or office printer. You will get much better results and, if you choose the right printing company, you will get much more bang for your buck.

Use standard postcard shapes
Another point to consider is that the post office may charge you more for non-standard shapes, such as a large format or rounded postcard. Often, there is a chance your odd-shaped postcards can cause their sorting machines to jam, meaning they have to use manual labor to sort the cards. Better to stick with standard shapes, such as 4×6″, and get the reduced cost.

Print and mail in bulk
When you print just a few postcards at a time, you are spending a much higher cost per postcard. Order as many postcards as you need all at once; keep in mind that the more you print, the less your cost is per piece. Printing in bulk via offset printing basically means that the printer only has to create one “master version” of your order, no matter how many postcards you’ve requested.

Some companies will print and mail direct mailers as part of a combined service. This can save you considerably just in shipping costs since you don’t need to have the postcards shipped to you just to turn around and mail them out to individuals. The time savings for you compared to the automated services provided by these printing firms can be significant as well.

Use both sides
It may seem counter-intuitive, but printing on both sides of the postcards gives you a lot more room for valuable content. A higher response rate results in a lower cost per sale. Use the front of the card to get attention and the back of the postcards for details and a call to action. Beside, a single-sided postcard just looks cheap and you don’t want to give potential customers this impression.

Direct mail postcards are an inexpensive way to connect with customers, but these cost saving tips can make direct mail even more practical. Just don’t forget to carefully select your target audience and carefully craft a message specifically for this group. This will result in a higher response rate and, therefore, a better cost per mailer.

For assistance with your direct mail marketing, contact Blue Hill Press.