Zairmail DM Expert Articles

8 tactics to trim direct mail printing and mailing costs

1. Choose a cost-effective direct mail format

There's a reason that you've probably never seen a 7" x 71⁄2" brochure. It doesn't fit neatly into most standard envelopes and custom-made envelopes are costly to manufacture. That's why most printers recommend working with standard direct mail paper sizes. An 81⁄2" x 11"-size paper, for instance, can be folded into thirds and fit neatly into a standard business envelope.

2. Use color sensibly with direct mail

Obviously, the least expensive direct mail piece to print is one that uses plain black ink on white paper. However, highlighting your direct mail with one or two extra colors, though slightly more expensive, can help your direct mail stand out. Color photographs are more costly to reproduce, but may be worth it too. Use them when the full color helps make your direct mail message more powerful - to showcase products, scenery, or rooms at an inn.

3. Know what paper to use

While there are many papers to choose from, it's simpler to focus on the difference between plain paper and glossy. Glossy paper, though ideal for reproducing color photographs, produces a glare that might make your direct mail text hard to read.

Glossy paper is best used only for color brochures with photographs. If there are no color photographs in your direct mail piece, use plain paper. Choosing the right paper is an art.

4. Get your direct mail message out just in time

The old saying, "speed-quality-price, pick any two," is no longer true now that there are Internet enabled direct mail service providers like Zairmail (www.zairmail.com). Automation can give you a live direct mail proof in real-time and send your direct mail the next day. They can also store your direct mail documents, purchase targeted direct mail mailing lists, and keep track of all your direct mail campaigns. Of course, time is money!

5. Proofread direct mail before printing

When you have everything together and are ready to print, proofread the direct mail piece. And when you're finished, proof it again. Then ask someone else to proofread it. Don't forget to proofread those things you see all the time, like your name, address and phone number. After all, you don't want to go to the expense of printing a direct mail campaign that you can't use because of a mistake.

6. Clean your targeted direct mail mailing list

Eliminate duplicate names from your targeted mailing list. The cost of each letter doubles and triples when you send two or three to the same person.

7. Take advantage of USPS direct mail postage discounts

There are steps you can take when you prepare your direct mail that may help you save money on postage costs. Using standard sizes and keeping the weight of your direct mail piece under one ounce eliminates additional postage. You might also be able to obtain Presorted First-Class Mail® or Standard Mail™ discounts by following guidelines in the Domestic Mail Manual and other official U.S. Postal Service™ publications. However, online direct mail service providers, like Zairmail (www.zairmail.com) provide these direct mail savings for you automatically so you don't have to wrestle with USPS guidelines.

8. Launch your direct mail campaign online

Now you can upload a document and targeted mailing list, approve an online direct mail proof, and send your direct mail. Everything is taken care of automatically. Companies that do this use the latest digital printing presses so you can personalize every mailing. And they presort and format every address on your list so you qualify for postage discounts. Visit an authorized direct mail merchant like Zairmail (www.zairmail.com) to discover the powerful advantages of direct mail launched right from your PC.

Direct mail does not need to be expensive. If you plan properly, and make the right decisions early, you can control the cost. Here are some things to consider.