Details, Details, Details
In writing the print specs for a direct mail campaign,
try to give your bidders the most detailed information
available. The estimator wants to win your job
but must plan for the worst if you don’t
tell all. Here’s an example: we find that
many print specifications limit the ink information
to numbers only, such as 2/1 or 3/3. While this
is a great start, if we know that the ink colors
on both sides of an item are shared, we can provide
the most precise estimate and also our lowest
price. The next time, try writing your ink specs
as “2/1 shared colors” or “2/1
common colors” and see if it lowers your
bids. Super secret tip – is one of your
ink colors black? Please tell us! Black ink is
on our presses almost every day and is the least
expensive ink we buy because we use so much of
it. If we know black ink is part of your direct
mail job, you can save.
Flexible?
Does it matter if the letter for your direct mail
campaign is 8-1/4” wide instead of 8-1/2”?
Can you use an envelope that has a center window
or one that is made with an off-white paper? How
about pastel blue? Sometimes we end up with unusual
sizes and leftovers of unused items that are of
good quality but not what you thought you wanted.
We want to move this inventory and the price is
always right. Let us know if you are open to alternatives.
These will be one-time only items but you can
usually save some money and often will end up
with higher quality materials for your direct
mail project at a lower price.
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