Outsourced mailing services reduce business costs while engaging consumers
Author: Jenna Weiner
November 15, 2009

Any small business owner could tell you that times are tough, and many will also tell you that they have had to cut back or control their costs to stay afloat. In fact, a recent survey by the Families and Work Institute found that 77 percent of business owners have had to implement cost-cutting measures.

But cutting costs does not necessarily have to entail layoffs or salary cuts, or drastically get in the way of successful business operations. Converting some fixed costs into variable costs is a simple way to adjust expenses to meet the business' current cash flow situation, while still allowing for the possibility of growth when sales pick up.

One way to create more variable costs is to outsource certain services, such as mailing and printing.

External mailing services allow small business owners to develop customer lists - enabling them to focus on the exact demographic they are targeting - then design printed materials such as postcards or flyers, and have them prepared and mailed to selected consumers.

Outsourcing this service allows small businesses to reduce costs by eliminating the need for in-house printing and mailing equipment, materials, and operating staff, without sacrificing the service or the professional appearance of the results.

Furthermore, outsourcing of mailing services allows the conversion of fixed costs to variable ones, so businesses pay for exactly what they need and can afford, without any added fees to maintain the equipment or the operation.

Though able to be feasibly outsourced, mailing services should not be neglected.

Sending postcards, brochures, flyers, coupons and even greeting cards is an effective way to stay engaged with a business' existing consumer base, and even to expand upon it.

In addition to increasing exposure - thereby boosting the company's brand awareness and impact - customized mailing services remind customers that the company has their needs and opinions in mind.

Furthermore, small businesses are encouraged to include coupons and promotions in their mailing services, to interest a customer base that is increasingly focused on value and saving money.

A recent survey by the McKinsey Quarterly found that 90 percent of households had reduced spending as a result of the recession, with one-third of respondents saying they did so "significantly." In addition, more than half of consumers surveyed said they will continue to closely guard their expenditures after the recession - making coupons likely a successful long-term investment.