Special Section Mailing & Fulfillment — Mailing Increases Printer’s Bottom Line
Opportunity: Ability to provide turn-key service from “concept to doorstep” for your print customers.
Threat: Financial exposure. An improperly prepared mailing can result in the loss of money, reputation and the client.
Step 2: Increase Your Knowledge of the USPS.
The USPS is in the business of moving mail. None of its facilities are designed to store or warehouse mail. Therefore, they must get mail in and out—through the system—as quickly as possible. Every postal program, every piece of equipment, every requirement is designed to facilitate the efficient and accurate movement of mail from the acceptance dock to the mailbox.
The USPS internal processing costs are as low as $4 per thousand letters. And they can be as high as $44 to $46 per million if the mailpieces cannot be processed on their automated equipment. The biggest postage discounts are made available by the USPS to mailings that are prepared for processing on their fastest pieces of equipment: delivery point barcode letter sorters.
Step 3: Develop a Mailpiece Design Process.
The mailpiece design and planning process is a series of decisions that represent a balance between the purpose of the mailing and the potential postage costs.
A client may need a letter-sized mailpiece to successfully convey their message, but would prefer to pay the lower postcard rates. However, you may delight the very same client by pointing out that properly designed letter-size mailpieces can qualify for additional automation discounts.
Step 4. Purchase Mailing Software.
(This subject is covered at length in “Leveraging Your Mailing Software.”)
Step 5: Acquire Mailroom Equipment.
Capital investment will be required for a few pieces of equipment if you want to put the pieces you print into the mailstream. Addressing, inserting, bundling, strapping, metering—the list of new purchases can get lengthy or you may be able to simply retrofit equipment you already have on your production floor. Caution: carefully research the maintenance/service provided by equipment manufacturers in your area of the country. Talk to other users; better yet, visit other users and ask to see the equipment in action before making a decision to purchase.