A direct mail campaign can be pricey. You can ask others to help you out with it; companies that specialize in creating direct mail for your needs. You can also make your own direct mailings, but if your client list is rather large, it can become a big operation. However, if you learn a few tips and tricks and have a good printer, you might be able to pull it off.
Direct mail means needing to print – a lot. Knowing whether or not your printer will respond well to all the necessary printouts can depend. If you have a first-class printer, then it should hold up well. After all, printers are made to print. That is their purpose. So why invest in a printer that can’t hold up well after a meager thousand printings? A good printer should last you for several years and many, many prints. You can help increase your printer’s lifespan by giving it regular cleanings and using the correct paper and ink. By keeping it dirt, dust, and ink residue-free, it will hold up much longer and continue to give you quality prints.
There are also a few methods you can use in order to give your printer a bit of a reprieve (and your wallet as well). Keep your direct mail campaign simple. That means avoiding a lot of color and using a basic, but eye-catching design. By keeping the copies straightforward, you can save on ink and your machine won’t have to put in as much effort to print. Black and white is a good idea, as it will keep your printing costs down and mean less work for your printer. The same is true for your text. Keep what you have to say short and to the point.
Simple styles will hold a potential customer’s interest better – people tend to get turned off by overly flashy pieces. You can seek out templates for your document program in order to get ideas. Many also allow you to use clipart without charging, which means more money for you.
Instead of printing out large brochures or multiple fold-papers, give your printer another break by going smaller. Something such as a postcard or a letter that can go into a standard envelope are great choices. There is less for your printer to print, which means you can get more printouts for your dollar and keep your printer alive longer. Direct mail doesn’t have to be complicated – as long as the consumer knows what you want to offer them, that’s the important thing.
A good printer should be able to hold up under your direct mail project – especially if it is a newer version from a company with a solid reputation like Canon or HP. Treat your printer like the investment that it is, and you should get plenty of use from it. By keeping your designs simple, using less paper, and keeping your printer clean, you shouldn’t have any problems getting your direct mail campaign off the ground.
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