Maximizing the Effectiveness of Your Print Communications

While it’s no surprise that healthcare organizations everywhere are shifting to electronic communications, print still serves a key communication role, especially for those without computers or who prefer reading a magazine or newsletter. In fact, print is still the preferred way to read large documents (those three to four pages and up). It also affords you total control over the look and feel of your messaging.

Seniors comprise the fastest growing segment of those purchasing computers. Still, there are many who will – no matter what – always prefer print. With that in mind, we recommend that you look for new and innovative ways to nurture and entice your print readers while being vigilant about costs.

Postage is a great place to start. In some cases, postage can exceed the per-unit cost of the publication itself. There was a modest postage increase that averaged 1.74 percent this past spring and postage costs probably aren’t going to decline. Therefore, we suggest looking for ways to maximize your mailings. Consider piggy-backing an insert or adding another mailing into an existing publication – it can ride along for no additional postage cost, as long as the publication meets USPS requirements and doesn’t exceed 3.3 ounces if mailed as a flat. Since standard postage is at a flat rate (up to 3.3 ounces), based on a standard 8 3/8″ x 10 7/8″ format, you can send up to the equivalent of approximately 32-36 pages at the flat rate (again, if it doesn’t weigh more than 3.3 ounces).

A coordinated, well-planned mailing, in fact, can have several pertinent pieces accompanying an existing mailing at no additional postage expense – truly doing double and triple duty.

It also makes sense to keep abreast of USPS communications, taking advantage of their periodic mobile barcode promotions. In fact, you still may have time to make the August 31st deadline, taking advantage of a 3 percent discount for mail that includes a mobile barcode inside or on the mail piece.

This promotion applies to first-class mail and standard mail (including Nonprofit Standard Mail) letters, flats and cards with a mobile barcode inside or on the mail piece. Participation does require electronic documentation and does allow commingled, combined and co-mail mailings. A separate postage statement is required for pieces with mobile barcodes.

For specifics, visit the USPS Price List here.