Many costly problems can be adverted simply by sending a copy of your design to your Mailing Professional before going to print.
Printers do not always know whether the media that they are printing will be used in a Direct Mail Campaign. On top of that, Printers print, they typically do not mail and therefore may not be up to date on the ever changing Postal Rules.
A magazine mailer was delivered today to our shop that had no mailing panel on the front or back. It turns out that the designer had forgotten to place a mailing panel on the mailer. Even though many eyes had viewed this magazine during its many stages of print production, this omission was never detected. The printer may have thought it was for distribution by hand or that it may be going into an envelope. One quick glance by one of our staff quickly saw that something was wrong and it was brought it to my attention. Luckily, in this case there was adequate room and a large enough “unprinted” area within the back page advertising that we were able to inkjet the proper mailing information. If the advertising would have been full coverage, alternative steps would have had to be taken such as printing and affixing labels or inserting into envelopes. Both of these steps would have been more time extensive and more costly.
Once your design is complete and ready for printing a mailing professional should have his or hers eyes on it so as to ensure that all of the postal rules are adhered to. As a matter of fact, by viewing your concept at different stages of the design, your mailing professional may be able to suggest alternative design strategies to save you even more in processing and/or postage costs.
Want to know how to create a winning direct mail campaign that won’t break your bank?
Click here to receive our consumer guide: 12 Ways To Avoid Paying More Than You Have To For Direct Mail. Inside you’ll learn the key mistakes to avoid when developing a direct mail campaign, the key element that can make or break your direct mail offering, plus you will be eligible to receive a special discount as a first-time customer! Get your free direct mail guide today!
