Every time you turn around, it seems that the U.S. Postal Service is raising its postage rates. Marketers’ reactions? Too often, it’s to reduce the weight of the paper in order to save on cost. But is this always the right choice?
Heavier papers look more important. When your letter or direct mail piece arrives, documents printed on heavier paper have the aura of importance. We associate heavier, better quality stocks with documents like legal papers, so direct mail pieces on heavier stock naturally command more attention. If you are producing brochures and sales sheets, heavier papers also have a more professional look.
Recipients are more likely to read and respond to documents printed on heavier papers. Lightweight paper screams “cheaper by the millions!” Heavier stock implies that the marketer cared more, spent more, and values their business more. It increases the chances that the recipient will at least take a second look.
Heavier papers stand out. Many marketers these days are going to lighter weights and smaller sizes to save money. By going against the trend, you have a better chance of getting noticed.
Heavier papers hold up better under heavy ink coverage. Especially if you’re doing full-color images and graphics, heavier papers will hold up better. There will be less ripping and tearing in the mail stream.
These benefits do not mean that you should automatically increase the basis weight of your stock. For the difference to be perceptible, you often have to go up two point sizes (from 10-pt. to 14-pt. on postcards, for example), so the decision should not be made lightly. The increase also needs to have a direct bearing on the project itself.
Here are some pointers from experts in the field:
Any time you increase the cost of production, you must do it carefully and strategically. Especially if you are doing data-driven, 1:1 printing, you’re already making a significant investment. But for the right projects and the right audience, the incremental benefit can be worth the cost.
