The most effective marketing strategies always incorporate print in some way—even if it’s just in terms of business cards and stationery—but when it comes to printed marketing materials, wasting reasons is a big concern for many businesses. Reducing wastage saves money, but many organisations are unclear on where to start making those savings. And while successful print marketing can have a great ROI, it’s still important to keep costs low in order to achieve that.
Make Waste Reduction A Priority
First things first: make sure that waste reduction is on your organisation’s list of priorities. Many businesses focus on keeping cost-per-unit low in their efforts to save on printed materials, but don’t examine how much of those materials are being wasted.
Keep Your Mailing Lists Up-To-Date
One of the simplest ways that an organisation can reduce waste of printed marketing materials is by making sure its mailing lists stay updated. If your organisation is engaging in direct mail marketing then having extensive mailing lists is a necessity. However, if those lists are bloated with recipients who, for one reason or another, are no longer part of your target demographic, then it’s just money down the drain.
Instead of maintaining huge, unwieldy, and expensive mailing lists, make it a practice to keep the size of those lists in check with some simple rules. For example, establish a baseline for how long a recipient stays in the mailing list if they don’t make a purchase or otherwise make contact with the organisation. Then review the list on an annual basis, or more frequently, to remove those people who haven’t been engaging.
Review Your Needs
Along with reviewing mailing lists, it’s also important for businesses to regularly review their print needs, to ensure that they’re not continuing to purchase printed marketing materials they no longer have a requirement for. Outdated products or services, employees who have moved on, and other changes, will also alter what you need for fact sheets, business cards, and similar items.
Know How Much You’re Using
These changes can also alter your needs in terms of volume. Older product lines might still be required to serve the needs of a small group of customers, for example, but if the company isn’t actively marketing such products, then fact sheets and other marketing materials may not be required in large volume. Keeping a close eye on the demand for specific items, and adjusting print orders accordingly, can help keep reduce waste and keep costs in check.