Elevate Your Print Quality
When it comes to direct mail, not all printers are created equal. In fact, many companies that use direct mail often struggle with errors and inconsistent print quality.
Why? The key lies in the choice of printer (or network of printers) they work with.
With over 30 years of industry experience, we’ve found that partnering with a direct mail provider that has in-house printing capabilities—rather than outsourcing to a network of printers—offers superior control, customization, turnaround, confidentiality, and cost efficiency, making it the preferred choice for delivering high-quality results.
Total Control & Unmatched Consistency
By working with a direct mail provider that manages printing internally, you eliminate the middleman, granting complete control over every stage of the process. Unlike batch printing, commonly used by large printer networks that manage multiple orders simultaneously, in-house production typically works on a job-by-job basis. This approach ensures consistent quality, as dedicated team members can monitor each project’s color consistency, scuffs, and data accuracy. They can even scan QR codes to verify correctness when needed.
A recent direct mail industry report indicates that 50% of consumers believe low-quality presentation is likely to create a negative first impression. Opting for in-house production provides the advantage of thorough inspections and immediate adjustments, reducing errors and ensuring that every piece of mail meets the highest quality standards.
Tailored Customization & Flexible Solutions
In-house printing also offers unparalleled customization and flexibility, particularly for time-sensitive projects. It allows up to a 1-3 day quicker turnaround on custom requests and changes compared to outsourced printing, which often faces delays due to multiple points of contact. Being able to directly communicate with an account manager who has direct access to the production floor ensures immediate adjustments, while outsourced services require navigating through layers of representatives without achieving the actual desired outcome.
Furthermore, with internal printing capabilities, you can make precise color adjustments, specifically color matching, and change paper stock to meet your exact requirements. This level of customization is crucial for brands that need to keep a consistent image across all printed materials. And, given that in-house teams are often more familiar with their equipment and materials, they can offer expert advice and innovative solutions tailored to your specific needs.
Speedy Turnarounds That Keep You Ahead
Let’s talk about turnaround times! Working with a provider that manages its production internally significantly reduces production times compared to outsourced services. Close management and efficient workflows can be crucial for meeting tight deadlines and ensuring prompt delivery, especially around holidays or seasonal activities.
The streamlined processes and direct oversight of in-house printing allow for a quicker project initiation and completion, avoiding delays associated with coordinating multiple external vendors.
Cost Efficiency Without Compromise
Switching to a provider with in-house production can save upwards of 40% on production costs compared to outsourcing. This is thanks to reduced vendor fees, lower transportation costs, and employee costs. Eliminating the intermediary also removes markup fees, with some facilities offering bulk discount options and in-house storage after job completion.
Additionally, in-house printing also ensures price expectations are met at an affordable rate, with a primary focus on customer satisfaction and building trust in services. By managing the entire process internally, companies can better control costs and allocate resources more effectively. This cost efficiency, combined with the high quality and reliability of in-house printing, makes it an attractive choice for businesses looking to maximize their return on investment.
After all, ease of mind is worth every penny.
Trust & Security
Finally, in-house printing also offers a higher level of service and trust. For instance, in-house printing providers typically require clients to approve live PDF data proofs before printing, ensuring accuracy and alignment with client expectations. In-house teams are also equipped to provide guidance, offer eco-friendly options that align with company values, and handle confidential materials for highly regulated industries like healthcare and finance with the utmost care.
Overall, the direct relationship with in-house printing teams fosters better collaboration and a deeper understanding of client needs and enables the anticipation and proactive resolution of any potential issue prior to it happening, leading to a smoother process and higher-quality outcomes.
Final Thoughts
At Strata, managing our print production internally allows us to maintain strict quality control by checking each step of the process. This ensures every order, whether placed today or years later, keeps the same high-quality standard. Our experts immediately address and resolve any issues using our robust system to check each print throughout the job, ensuring superior and reliable quality.
Are you ready to consider in-house options for your printing needs to avoid inconsistent results and achieve reliable, high-quality printing? Contact us today to learn more.
Beyond the Letter
In today’s digital age, direct mail remains a powerful tool for marketers to reach their audience in a tangible and personal way. With a variety of formats available beyond the standard letter, choosing the right direct mail format can be overwhelming. We can help!
From Ancient Letters to Modern Marvels
With over 30 years of experience, we’ve seen it all, from the common to the uncommon. Direct mail has evolved from simple letters into innovative formats such as postcards, bifold/trifold self-mailers, and dimensional mail. These options empower marketers to enhance their campaigns, reduce costs (at times), capture recipients’ attention, and drive engagement and conversions.
Let’s dive into these direct mail formats and explore which might be the best bet for your marketing efforts.
Postcards: The Budget-Friendly and Highly Visible Marketing Tool
Let’s start with a fan favorite – the postcard. Postcards are a budget-friendly and efficient direct mail tool, offering lower production and postage costs than more complex formats, making them ideal for reaching any audience size. One of their standout advantages is their immediate visibility, as postcards don’t require opening, ensuring the recipient sees the message right away. This, combined with their concise format, allows recipients to quickly grasp the key points, making postcards the ideal option for delivering clear and direct messages.
However, postcards have limitations: their smaller size restricts information, and exposed content makes them unsuitable for sensitive messages and vulnerable to scuffing. To maximize impact, use eye-catching graphics, keep messages clear, and target your audience carefully. Even in the digital age, postcards offer a memorable touchpoint in the mail.
Bifold & Trifold Self-Mailers: The Compact and Versatile Format for Effective Communication
Building on the visibility of postcards, bifold and trifold self-mailers provide a compact yet spacious format. They offer more space for detailed information and multiple images and present a professional appearance, enhancing your message’s overall perception. These versatile formats are suitable for introductions, special offers, and more.
Despite their advantages, they may incur higher printing and postage costs than postcards and risk being disregarded if not designed carefully. To make the most of these mailers, create a visually appealing design, use the extra space effectively, and include a compelling reason for recipients to open and engage.
Dimensional Mail: The Attention-Grabber
Dimensional mailers take engagement to the next level with their 3D shapes, sizes, and textures. They stand out in the mailbox and often enhance the recipient’s view of your brand due to their perceived value. Features like pop-ups, foldouts, or hidden items create a memorable experience and encourage recipients to spend more time with the mailer.
However, dimensional mailers come with a few drawbacks: they are costly to produce and ship, and their design and production can be complex and time-consuming. To maximize impact, use dimensional mailers for high-value targets or special campaigns, ensure durability, and personalize content to boost engagement.
Uncommon Formats: The Creative and Eye-catching Options
Iron Cross
Iron cross mailers are known for their intricate fold-out design, which offers a large canvas for detailed information and visuals. Their interactive unfolding process engages recipients and enhances recall. However, the complexity of this format can lead to higher production costs and potential damage during transit. Careful design, durable materials, and special handling are crucial to maximize its impact.
Roll-Up Mailers
Roll-up mailers stand out due to their novelty and interactive experience. Like iron cross formats, recipients must unroll the mail piece, which can captivate their attention and increase engagement. Despite their appeal, roll-ups present production challenges and can be costly to produce. Additionally, they may require special handling or packaging, which can increase mailing costs. To ensure effectiveness, design the roll-up for easy handling and readability, use high-quality materials, and consider testing the format with a smaller audience before a full rollout.
Additional Options
For even more creative formats, consider options like pop-ups, sliders, and rotation-type mailers. These can create a dramatic “WOW” factor and leave a lasting impression. While these innovative formats can enhance branding and visibility, they often come with higher costs and production complexity, making them best suited for special campaigns.
What to Consider When Choosing Your Direct Mail Format
Choosing the right direct mail format depends on several factors, including your budget, the complexity of your message, the target audience, and the campaign’s objective. Here are some key considerations:
- Budget: Ensure that the cost of production and mailing fits within your budget. As noted, postcards are more cost-effective, while dimensional mailers are more expensive but offer a higher impact. Additionally, consider the cost of personalization and any special printing techniques you might want to employ. Bulk mail discounts and potential savings on postage should also be factored in.
- Message Complexity: If your message is simple and direct, a postcard might suffice. For more detailed information, consider bifold/trifold self-mailers or even more elaborate formats like the Iron Cross. The format should support the clarity and effectiveness of your message delivery.
- Audience: Tailor the format to your audience’s preferences and behaviors. High-value targets might appreciate the novelty of dimensional mailers, while a broader audience might respond well to postcards.
- Timing: Consider the timing of your campaign. Certain formats may take longer to produce and deliver. Plan ahead to ensure your direct mail reaches recipients at the optimal time for maximum impact. Seasonal factors and industry-specific timings, such as the fiscal year-end for business audiences, should also be considered.
- Campaign Objective: Align the format with your campaign’s goal. If brand recall is crucial, an interactive format like a roll-up might be ideal. For special offers, self-mailers could be more appropriate. Your format should facilitate the desired action, whether it’s visiting a website, redeeming a coupon, or attending an event.
Final Thoughts
The evolution of direct mail from simple letters to innovative formats like postcards, dimensional mail, and bifold/trifold self-mailers has transformed how marketers engage with audiences. Each format offers unique benefits, from the cost-effective visibility of postcards to the high-impact, tactile experience of dimensional mailers and the versatile design options of self-mailers. Choosing the right format can significantly enhance your campaign’s effectiveness, capture attention, and drive higher engagement and conversions. By leveraging these creative options, your brand can stand out in a crowded market and achieve better results.
Ready to take your marketing campaigns to the next level? Let us help you design and execute a campaign that captures attention and drives results. Contact the experts at Strata to get started today.