From toilet paper to pasta, supply chain challenges have been one of the most unpredictable and significant effects the pandemic has had on our lives. The direct mail industry has felt the impact of the paper market shortage, which has resulted in huge challenges to sourcing many critical components, such as envelopes. In this current climate, you need to plan, plan, and plan some more – and do so as far in advance as possible. But, also balance your planning with flexibility to pivot when market conditions shift without warning. It’s all about collaboration and communication. Ask the right questions, start with what is available, stay in lockstep with your production partners, and let that inform your strategy.
- If all you can source are #10 envelopes, then get creative. Digital printing and variable data printing open the horizon for personalized ink-jet printing on each envelope or consider testing an intriguing blind envelope.
- If envelopes aren’t available, consider a postcard or self mailer. Self mailers are more than a basic tri-fold these days. There are some really interesting folding techniques available that would make your package stand out, such as the iron cross.
- If your preferred premium isn’t available, then consider other options. How far in advance can you secure your orders? Do you have a backup (or two) that is readily available in your toolbox to keep your campaigns on track?
What’s a strategy without execution? In this moment, where supply and demand for critical components to direct mail production are in flux, your best strategy is to start with what’s readily available. Your PS team is here to help you solve problems creatively, brainstorm new ideas, and start with what’s possible. Stay in tune with your production team every step of the way!