If you send your leaflets, mailers or brochures by post, then you’ll probably find that this is the single biggest cost in your campaign. There’s big savings to be made here, with a little bit of thought and a little bit of planning.
1. Ditch the bag
Think about sending your catalogue without an envelope or poly wrapped bag. OK, so Royal Mail will tell you they won’t be liable for damaging things like this, but weigh up the risk of a few mailers going astray with the massive savings. Not only will you save on envelopes, poly bags and the fulfilment costs involved in stuffing, but because you’re using less packaging, the environment benefits too. Consider whether you can condense your message onto a “self-mailer” like a Postcard. These have instant impact – even people who screen their mail over a bin are forced to read your message.
2. Get into bed with a friend
Easiest way to cut your postage costs in half? Do it with a friend. Find a non-competing partner and mail your items together. Own a restaurant? Mail a coupon for the local deli. Are you a vet? Team up with the pet shop down the road. Try to find a partner whose services are also relevant to your target audience.
3. Go shopping for postage
Royal Mail used to be your only choice for postage. Since deregulation, loads of new entrants are in the market – all claiming big savings. Try TNT Post or Business Post.
4. Do it yourself and pay more
The cheapest way to do a mailing is to do it all yourself? You may be wrong. Mailing houses get big Royal Mail Mailsort discounts by posting your mailers with others. If you’re mailing a few thousand items, you may get them labelled and posted for less than the price of a stamp. Get a quote… you’ve nothing to lose.
5. Size isn’t everything
Royal Mail’s Pricing in Proportion rules mean you get penalised if your mailer is bigger than C5 (240x165mm). Stick to this size and you’ll qualify for the lowest postage rate. Go a centimetre bigger and add 60% to your second class postage costs. It probably pays to stick to C5, but this doesn’t mean you’re creativity is limited. Try One Piece Mailers from printing.com – they fold down to C5 size, but have as much surface area as a double-sided A3 brochure.
6. Get a designer involved early
Talk to a designer early on and tell them your plans for mailing. If they know what you’re doing from the start, you’re more likely to get a mailer that works – and one that’s kinder to your budget.