Well most people do not realize that coupon books that go out by direct mail have a little bit of give in their prices and you can negotiate a more favorable direct mail cost if you will simply discuss this with your direct mail coupon company company account executive.
How do I know this? Well I started a Christmas Card Company when I was 19 years old and we sent out Corporate Christmas Cards for our clients to mail to their customers. This was before putting Merry Christmas on a card offended anyone. And we had Happy Holiday Cards too, although the Christmas ones sold best.
About half or more of the cost dependent on the custom paper and printing cost was profit and we sometimes negotiated with our customers on this, but certainly not if they did not ask. Some did, but most did not.
Later in my career my car wash business was growing and we never stopped direct mail as a way to keep in touch with our customers and develop new ones using coupons. We always found that we could negotiate with those companies, which had not provided service for us previously between 25-50% of the cost. And so, if you are unsure about the success you will get with direct mail, why not go ahead and attempt to negotiate your first time out. Consider all this in 2006.