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VIDEO – See why making special direct mail envelopes cost more

June 6, 2012

Are you quoting a special make envelope for a Direct Mail campaign? Do you need to explain why your quote is high?   If you’re like me, you always wished you had enough time to go to your suppliers’ plants and learn more about their processes so you can increase your knowledge and expertise to help your company. But who has 2 or 3 hours to spare outside of the office in this business? It’s hard to squeeze in all the demands of your job let alone your own development.  Hopefully you can use the video below to explain, in part, why your quote is higher than one for an off-the-shelf jet printed envelope.

Do you have a once per year campaign and this piece must stand out from the piles of mail that recipients will see? You can’t just do the same old off-the-shelf jet printed envelope like the rest of the year. Maybe this time you have a little extra budget room because this campaign is the most important one of the year. The client wants something special and the design team is pumped to splash the colour around and get out of the box! It’s time to think about pricing.

There are a couple of different ways special envelopes are made that can dictate a higher or lower cost within the range of special make costs:

Solid steel die-cutting: Is it possible to use a design shape and size that matches an existing solid steel die at your envelope supplier’s plant? Find out what the standard die sizes and shapes are. See if your client and design teams are happy with one of those. If so, then see if your envelope supplier can provide a template for the designer. Then you can ensure you’ve planned the most efficient (least expensive) production. It might also save some time. You’ll see why when you watch the video (thanks again Royal Envelope!)

Adjustable die-cutting: The standard die sizes and shapes are just not going to do it – the creative team went wild and there is a budget for it! Great, something exciting is going to be created! The envelope supplier doesn’t have a market for that specific envelope. If they did, then you’d be in the same boat with loads of other marketers looking the same as everyone else. But they can use an adjustable die to cut out your size/shape and satisfy the need to be creative and different! Watch the video to see why it costs more and takes longer than using a standard size/shape die.

Die-cutting is just one part of the process. Printing, folding, gluing, window film/application, special papers, volume – they can all affect the pricing. I’m not even touching here on postage rates for various sizes and ability to insert mechanically. I’ll write about those in a future post.  If you want more posts about envelope production or an entirely different topic in Direct Mail Services, please let me know specifically what interests you and I will take a shot at it.

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