Tactics to Trim Printing and Mailing Costs

Writen by Greg Gould, Copyright 2010 Eye/Comm, Inc.

Choose a cost-effective format.

There's a reason you rarely see an 8 x 8 mail piece. It doesn't fit into most standard envelopes and it requires more postage to mail. Work with standard paper sizes whenever possible.

Use the lightest weight paper possible.
Choose a format that requires less paper.
Print on both sides wherever possible.
Pick a size that fits efficiently on a press sheet.
Make sure the final size meets USPS automation requirements.
Avoid plastic envelopes.

Use color sensibly.

Everyone wants to create a showpiece full of color, but it's not always necessary.

If black and white fits your message and your product, use it.
Highlight color is a cost effective way to help your mail piece stand out.
Use full color if it helps your message to showcase products, scenery or your facility.

Use the right paper.

Paper cost can often be 40% or more of the total printing cost.

Choose the least expensive paper that supports your message and image.
Use uncoated paper whenever possible. It's generally less expensive than coated.
Choose a paper color that allows adequate contrast for addressing.
Make sure the sheet you choose is thick enough to meet USPS automation rules.

Proofread before printing.

You don't want to go to the expense of printing a mail piece you can't use because of a typo. And you don't want to print a piece that costs extra postage because of poor design.

Proofread everything.
Proofread everything again.
Have at least one other person proofread it.
Send a pdf to Eye/Comm to make sure the design meets USPS requirements.

Clean your mailing list.

Keep your in-house mailing lists clean and up-to-date. Eliminate bad addresses, update old addresses and drop uninterested recipients to save money by eliminating paper, ink and energy used to produce undeliverable pieces. Eye/Comm provides numerous resources to refine your lists and reduce waste:

Address standardization corrects address errors.
Move update provides correct addresses.
Deduping eliminates duplicate addresses.
Predictive list modeling targets your best prospects.

Personalized messaging increases relevance and can boost response. Here are some things you can do to keep your lists clean:

Provide opportunities for recipients to easily opt-in or opt-out.
Maintain a do-not-mail list of those who choose to opt-out.
Provide ways for customers to notify you of mailing preferences or incorrect address information.

Streamline production.

Take advantage of available technology to reduce waste.

Apply predictive list models to target a smaller, more specific audience.
Utilize production methods that reduce print overruns, waste allowances and in-process waste.
Take advantage of print-on-demand technology instead of printing large quantities and storing them until needed.

Take advantage of USPS postage discounts.

Postage is often the most expensive part of your direct mail campaign. Using standard sizes and adhering to USPS automation rules can save you lots of money.

For First Class mail, keep the weight under 1 ounce.
For Standard mail, keep the weight under 3 ounces.
Follow the guidelines in Eye/Comm's publication "15 Ways to Reduce Mailing and Postage Costs."