So, you’ve developed a print design you’re happy with. Great – that means the hardest part is over for now. However, the next stage – print distribution – can often be more involved and more expensive than many expect. This is particularly the case when sending print products directly to your customers. If you’re engaging in direct mail marketing by sending leaflets, flyers, brochures or business cards to potential customers, you’ll want to keep the costs as low as possible while maintaining effectiveness. Take a look at these four clever tips to help you do just that…
Print size
We proudly state on our website that adjusting print size by a matter of millimetres has helped to save our clients four-figure sums every year, and this doesn’t simply refer to the print costs themselves. Naturally, postage tends to be more expensive when you want to send larger items, and so adjusting the size of your brochure, flyer or leaflet could save you a fortune over the course of a single direct mail campaign. We can help you to trim a few millimetres here and there without reducing the effectiveness of your print design, or suggest how using paper formats outside of the standard A4, A5 etc. size range could help to minimise your print costs.
Print weight
Weight is a major consideration when it comes to determining print costs – particularly if you’re sending bulky items such as catalogues or brochures. There are numerous steps you can take to reduce the weight of your direct mail marketing materials. Reducing print size as mentioned in the previous paragraph will usually help to keep the weight down, as will choosing an appropriate paper stock for your needs. Thick, textured paper might provide a luxe look and feel to your print products, but it’ll weigh a great deal more than extra fine catalogue paper. The same is true of attractive gloss, enamel or gilt finishes. It’s important to weigh up such design considerations against the potential costs and recipient response rates.
Recipients
Speaking of which, a little research regarding your direct mail recipients can save you a great deal of money and help to improve response rates to boot. You might feel that a scattergun approach to leafleting or flyering offers the best chance of a positive response, but it’s no good advertising a new online video gaming service in an area with a demographic of 60+, for example. Do your research beforehand, and when sending marketing materials to former customers, consider which groups might be most amenable to your efforts. Save as much money as possible by targeting those recipients who offer the greatest probability of success.
Downstream access postage
Downstream access postage is a means of bypassing many of the restrictions present in the Royal Mail network, allowing bulk postage customers to receive the greatest deals possible. Downstream access postage companies work alongside and within the Royal Mail network but aren’t state controlled, meaning there is greater competition to provide the best deals and the lowest prices. As well as proving cheaper for bulk orders, downstream access postage is often more convenient and more expedient than conventional post. We can help you to find the best downstream access postage company for your needs, saving you all kinds of time and money.
If you’re looking to save money on your direct mail postage costs then you’ve come to the right place. Here at PMG we have the know-how and connections to help improve your company’s relationship with print, saving you time, money and resources while improving print marketing effectiveness. Contact us today to find out more about how our print management services can help.
