All mailing campaigns begin with printing. The following are three helpful hints to make the printing portion of your mailing easier and save you money.
Planning Ahead – This is so basic that you would think that it’s hardly worth mentioning, but the fact is nothing could be farther from the truth. Allowing enough time for both the design and the printing can be a major factor in lowering your print costs. Many times, the delivery date of a printed item is set in stone because the printed material is time sensitive. When this is the case, allowing ample time for the design and print schedules will save you both stress and money. Specialized processes such as letter press scores, die cutting or UV coatings add additional time to the schedule and need to be allotted for. If you are not sure how much time is needed, let your FNBR representative guide you through the scheduling.
Size Matters – Size impacts both the amount of paper used and your postage rates. During the concept stage of your design, take a minute to speak with your FNBR representative. Many times a slight adjustment in the size of your mailer can save money. From a printing stand point, a small change in the size of the card may allow more cards to be printed per sheet lowering your print costs. When it comes to postal regulations, sometimes a minor change in either the height or the width can change a flat size mailer into a letter size mailer and greatly reduce postage rates.
Electronic Proofs – PDF’s are cheap, easily produced, and ideal for proofing text. Let’s say multiple departments need to approve an item before it goes to print. You can send everyone that needs to approve your mailer a PDF proof prior to sending the art files to the printer. This way, all necessary text changes can be made before a more expensive hi-resolution hard copy proof is produced just prior to printing. Producing multiple hi-resolution hard copy proofs for text changes only is an avoidable expense.
Every print job starts as an idea and ends as a tangible printed item. At FNBR, our job is to smoothly guide you through that journey and save you money. You don’t have to be a print expert… but it certainly helps that you know one!
About FNBR Incorporated
FNBR is a marketing company located in Tampa, Florida. We provide printing, direct mail, mailing lists, database management, graphic design, web design, and email marketing services to companies throughout the U.S.
FNBR can be reached at firstname.lastname@example.org or toll free 1-888-988-8148.
The printing industry has come a long way since Benjamin Franklin was cranking out copies of his “Pennsylvania Gazette” by hand. Back then, your ink color choices were black, black or black to be printed on a shade of white paper. Today, your choices while not limitless are quite extensive.
Often businesses call ready to start a printing project. The two questions we start with is how many ink colors do you want to print and what type of paper. With regards to the ink colors, most of the clients envision using four color printing since most advertising is done in multiple colors. However, besides using color to make a printed piece more attractive, colors can be used to convey psychological messages and drive sales (see “Communicating with Colors” from Feb. 2011).
When it comes to paper, there are many different choices.
Paper thickness ranges from thin text weight stock up to triple thick cover weight. There are numerous paper finishes to choose from that create a plethora of tactile sensations. The most commonly used finishes are offset, matte, dull, silk and glossy. In addition to being able to choose many different thicknesses and finishes, paper comes in a wide variety of colors. In fact, studies have shown that color has been proven to increase readership, enhance retention and improve comprehension.
Careful consideration should always be given when deciding what paper to use for your printing. Choosing the right paper can dramatically enhance the look-and-feel of your printed piece.
Let’s say that you’re inviting people to attend a formal fund raiser. By using a linen stock or perhaps a stock with a pearl finish, you will not only make your invitation stand out, but it will make the recipient feel special by receiving such a quality invitation. You can further add to the elegance of the invitation by printing on a translucent sheet of paper and incorporating it into the invitation design.
Besides the paper, other techniques can be used to enhance your printing. Foil can be used to add an elegant look, or the printed piece can be embossed to add the sensation of touch to the visual appeal of the mailer. Aqueous and UV coatings can be used to protect the printing or they can be used to make specific areas of the printing jump out.
Shapes can also be used to identify your printing. By using custom dies, printed material can be cut to any shape you desire. Imagine sending out a postcard for a shoe store in the shape of a shoe, or a jewelry store mailer in the shape of a diamond.
Investing the time to design and print a piece that uniquely represents your product or service can greatly increase your desired results. Your FNBR representative will gladly take the time to help guide you through all of your printing options. Call FNBR toll free at 888-988-8148 or via email at email@example.com.
The outgoing mailing envelope serves two main purposes: the first is to safely carry its contents to the recipient, and the second is to get opened.
The six aspects of the envelope that make a strong impression are:
- The mailing address is the first place people look. Since it’s their name, be sure it looks good! Which looks better… John Q. Public or JOHN Q PUBLIC? Avoid all caps and add punctuation if possible.
- On a commercial or official style envelope, the teaser text should be to the left of the recipient address and on a window envelope, the teaser text should be either to the right or left of the window depending on the window position. Teaser copy is useful, but not absolutely necessary. If you don’t have a good teaser, don’t force it.
- The return address is an important part of your envelope. Use a script type for a more personal look. When mailing repeatedly to your customers, be sure to use your company name and logo. If you are trying to disguise your mailing, you can use a return address without the company name or no return address at all (not allowed on non-profit mail).
- When choosing how to apply your postage, make sure it matches the look of the envelope. If your envelopes are designed to be official looking, a preprinted indicia is a better fit for that image. For a more personal touch, stamps are the best choice. For B2B envelopes, metered mail works well.
- Before the recipient even opens your envelope, the envelope style can be used to convey an idea of what is enclosed. For example, if you are inviting the recipient to a seminar, an announcement style envelope conveys the image that you are formally inviting them to your event.
- You can use both stock and color to convey the overall image of your package. A brown kraft stock conveys the image of an official package. The contrast between yellow envelopes with black type can be used to promote a “Free Offer”. Please note that certain colored stocks are not allowed for automation mail and will increase your postage. Your FNBR rep will help you avoid this pitfall.
Be sure that the look of your envelope matches the look and feel of its contents. The envelope and all of its components must work together as an entire package.
Lastly, remember to always test when using a new envelope design.