The uncertainty of the current economy has everyone a bit nervous, including your boss. But as a marketing professional, you know your organization can’t stop reaching out to customers and best prospects. That’s because they’re tightening their belts, too, and will need to be reminded why they should buy your products and services.

Old-fashioned direct mail is hot again, but the “rules” have changed to meet changing consumer habits. To ensure success, you need to know what’s working and what’s not in direct mail marketing. Find out by downloading your free copy of The 5 Best Direct Mail Marketing Ideas of 2010 without cost or obligation.

Putting the brakes on sending direct mail promotions isn’t an option, but mailing smarter is a must. To squeeze the most from every dollar spent on direct mail marketing, you’ll need an arsenal of creative direct mail design techniques aimed at lowering your mailing costs. Here are four to consider:

1. Size properly. As creative folks, we’re tempted to oversize for design impact, but the days when we could indulge that luxury are over. Whether you use direct mail postcards, envelopes, or calendars, think about the cost impact of venturing outside the U.S. Postal Service’s preferred dimensions. When it comes to saving money on mailings, less adds up to more.

2. Be a lightweight. Think about the paper stock you use for your next mailing. Sure, we all like nice heavy stock that will help our pieces stand out, but is the extra mailing cost per thousand worth it? While paper savings on lower quantities may not merit the sacrifice in visual appeal, volume efficiencies on higher amounts could add up to substantial cost savings.

3. Tab or fold for automation savings. In order to qualify for automation compatibility rates, the Postal Service requires that such common mailers as invitations and folded newsletters be closed with a pair of wafer seals, tabs, or glue spots. But there’s lots to know. For example, the Postal Service has recently made booklet-style (saddle-stitched) direct mail pieces eligible for letter-size automation rates, provided they are folded down to letter size, with the staples to the right, the final fold on the bottom (relative to the address) and two tabs on the top. It’s complicated, so make your mailer your consultant.

4. Be smart: use the intelligent mail barcode. Use the additional space made available when you mail with the new 31-digit Intelligent Mail Barcode. Because the new technology eliminates some of the codes and marks the Postal Service has required, you get a cleaner address block with more space for marketing messages. The advanced barcode offers several other advantages, too, including the ability to identify and track individual pieces of a direct mail offer, as well as receive electronic address update information automatically. And better tracking means fewer undeliverables, which reduces waste and saves money.

— Crystal Uppercue, marketing manager, EU Services (euservices.com)

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