From the course: Print Production: Direct Mail

Unlock the full course today

Join today to access over 22,600 courses taught by industry experts or purchase this course individually.

Splurge or save?

Splurge or save?

From the course: Print Production: Direct Mail

Start my 1-month free trial

Splurge or save?

“

- Should you spend a little or a lot on your mail campaign? For most marketers, the answer may seen obvious, right? Who would spend anymore than they have to, but not so fast. Spending more on a mail campaign is actually a strategy. For example, there are marketers, who will make a conscious decision, to pay a higher postage cost in exchange for some of the freedoms that flats or hand-sorted letter mail can provide. Someone might size a multi-page product catalog as a larger flat instead of a letter size booklet. They do this so they can send it through the mail, without tabs and have some additional flexibility with address placement, and a greater presence in the mailbox due to the larger finished size. Big mail stands out, and a valuable targets that may be money well spent. As an additional attention getter, they may pay for a service to hand-address the mail pieces, or use a fancy limited edition stamp. Many choose to build their mail pieces to a square format for its wonderfully…

Contents