Cut Costs and Keep Creative

Significant Savings Abroad
Outsourcing these services overseas can beat even the cost of a U.S.-based freelancer by 75 percent. You can offshore such services as color corrections, page composition, etc. Most foreign vendors allow you to post digital files on a secure server. They then send the work back to you electronically so you can print the files out to review or approve on screen. These fast, cheap and high-quality services can have a positive impact on your budget, while also keeping a project moving overnight.

Discover VDP
Profoundly different from personalizing an intro letter or putting messaging under an address line, variable data printing (VDP) is the process of varying text, graphics and photos on each printed impression based on relevant customer information drawn from a database. A powerful one-to-one marketing tool, VDP is emerging as a unique way to tailor the shopping experience to each specific customer, and rising response rates are proving that it’s very effective.

When evaluating complexity vs. value, static mailings (mass market without VDP) typically yield a 5 percent return, while VDP mailings can yield 20 percent or more. The costs associated with VDP are higher, however, so look at your cost per return both with and without VDP. And be ready to commit, because VDP is a continual process that must be constantly adapted based on results.

As rising costs become a way of life, continuing to mail creative and successful catalogs doesn’t have to be a dream. By implementing some of these strategies, your catalog and postal reform can, indeed, live happily ever after.

Dawn Flook is director of production for King of Prussia, Pa.-based Catalogs by Lorél. You can reach her at (610) 337-9133 or dawn@lorel.com.