Direct mail is a great way to get the message out about your business, products, and services. However, the cost of production with commercial printers is often a large part of a company’s marketing expense. Direct mail proofing helps keep your cost inline and profits up.
In order to maximize these expenditures, it is important that your company make the most of each and every press proof. Errors that are not found during this process may eliminate all profit margins if a reprint is attributed to an error during your own direct mail proofing.
These errors become even more critical due to the production costs of high volume orders. Also, errors that go unnoticed and end up in the hands of your customer will be costly in terms of corporate image.
3 Common Errors for Direct Mail may Include:
- Wrong ink color, or density, along with coating errors involving pattern, or type of coating used in the commercial printer’s process.
- Spelling, content, or ingredient listing errors that may cause a possible product recall. This could easily destroy all profit and leave your company liable for any damages.
- Improper registry, or printing plate alignment that leaves the finished product blurry, or of low quality will affect the finished direct mail piece.
3 Helpful Tips to Avoid Costly Mistakes at Commercial Printers
- Have at least two people check all press proofs. Two sets of eyes are better than just one.
- Schedule adequate time for your team to carefully examine the press proof’s final product, especially if it is sent by direct mail to your customers.
- Insist that all errors be corrected before signing and dating the final proofs of both the press copy and your copy for your records.
Direct Mail Proofing: The Details
Press proofs are an exciting time for you and your company. However, this is not the time to let your excitement for your new product undermine your necessary vigilance for your company. A mistake that is caught during this process can be easily repaired if it is found before production begins. If however the error is found after production, it could be a disastrous problem for your company, especially if that order has a large print run.
Don’t rush approval of a proof. Take all the time you need to look not just for what is right but also for what is wrong.
Your company’s press proof team should continue to learn how to properly proof all material to increase your company’s profits. The printing company is there to help. Don’t be afraid to ask questions, and seek advice for solutions to any problems from the press crew. Also, be sure to not accept a product that you are not totally pleased with in the end.
Price and Quality
Your product expectations should also be in line with the cost associated with your final product. Expecting excellent quality workmanship that fits into your contract price is one thing. Expecting a high-end press treatment for a low-end price may be an unreasonable expectation. It can cause both parties to be disgruntled with the whole process.
Follow these tips and be diligent in checking for errors during your direct mail proofing. This might be the difference between a profitable company, or a company that struggles with their budget and ends up with flawed direct mail material due to costly mistakes and poor proofing.
We’re no amateur when it comes to direct mail proofing. Our decades of experience means the best possible results for you. Contact us now to see how we can help your next direct mail campaign.