A valuable source of free, yet often untapped advice on how to save money on your direct mail, are the vendors you plan to use to produce your mail piece. The key to taking advantage of this opportunity is to involve them in the planning process as early as possible. Now that everyone routinely uses PDF's, this is logistically easier than ever before. Ideally, face to face meetings can be most productive. If that isn't possible, then the use of PDF's can accomplish much.

The following are some examples of how advance planning with your vendor's help can save you money in the long run, especially if the package rolls out.

Size

Size definitely matters in printing. It doesn't take much to save a lot of money in many cases, especially if the piece has bleeds. Anywhere from 1/8" to 1/2" difference can create cost savings if it favorably impacts how the piece lays out on press or the equipment that can be used.

Paper

Paper, also known as white gold, is often 50% or more of the price of the job. Anytime you can use a printer's house sheet, you will probably save money. They are buying paper in car load quantities to get the best price and you will also avoid having to place special orders. This can also help with turnaround time as well.

Folding

Very often the folding of a piece can be modified without hurting the design while at the same time avoiding costly manufacturing up charges or allowing the printer to fold inline instead of cutting and folding offline. Not only can cost savings be realized, but turnaround time can also be reduced.

Personalization

There are many ways to address and personalize your mail piece. Minor modifications in the type or location of the imaging can have a dramatic impact on your costs without sacrificing results.

Inserting

There are many things that can drive up the cost of inserting that can be avoided by planning in advance with your vendor. If a component to be inserted into an envelope does not have a closed leading edge, the use of a stream feeder is required and there is an up charge for that. Very often, a slight change in the format of the piece, without sacrificing quality or effect, can avoid that extra cost.

These are but a few examples of the value of taking advantage of the free advice that is available from the vendors that are working for you. They can be very helpful in making suggestions that will provide a huge long term benefit to you.

Do consult with your vendors during the planning process. This can save you money and help you avoid problems later on.

Don't assume anything when it concerns postal specs and regulations. Run everything past your Lettershop vendor or post office representative.

Do consider sorting to the BMC on any mailing over 150,000 pieces. If your mailing is concentrated into a small geographic area, you can sort to the BMC and possibly SCF level for much smaller quantities. It might improve delivery time in-home and save money on postage.

Don't ever proceed with printing until you have seen a final proof, whether it is a hard copy, PDF or fax. Verbal communication is dangerous at best.

Do always get rollout prices when considering a test package. Virtually any format can be done in small quantities, but could be a problem in large quantities.

Don't always limit yourself to one brand of paper if possible. Very often a printer can offer an equivalent alternative that can save you time and money by avoiding special orders.

Do get at least 3 prices for all the components you are printing. You will be amazed at how the prices can vary. This is also the best way to validate the pricing that you decide to go with.

Don't panic. There is always a solution to every problem if you are with the right vendor.

Recommended Books:

Pocket Guide to Digital Printing by Frank Cost

Pocket Pal: A Graphic Arts Production Handbook by International Paper

Direct Mail Pal by T.J Tedesco, Ken Boone, Terry Woods and John Leonard

Graphic Arts Encyclopedia by George A. Stevenson

Direct Marketing Rules of Thumb by Nat G. Bodian

Recommended Websites:

The Association of Graphic Communications:
http://www.agcomm.org

DIRECT Magazine:
http://www.directmag.com

Target Marketing Magazine:
http://www.targetmarketingmag.com