Print on Demand Greeting Cards – a profitability checklist

According to Two Sides, the association representing the graphic communications supply chain, UK consumers spend a gargantuan £17bn p.a. on printed greetings cards; because nothing says “I don’t really care” better than an ecard in your inbox! And, despite predictions to the contrary, they want the convenience of online ordering but prefer to send a physical, tactile, real card, whatever the occasion or event. This means making money with POD greetings cards is a real possibility, provided you work with someone that ticks all the boxes: -


1. Formats

Folded or flat, square or rectangle, even panoramic, the latest digital printing technology (married together with a great app or website) can offer an instant real-time preview, and then subsequently print and mail your base design as the customer’s unique creation. Naturally, with an envelope or envelopes to match.


2. Materials

Sustainability is a key factor in a consumer’s choice and even those cards mass-produced at the bottom end of the market will state at least some environmental credentials. So, be sure that your POD partner is offering 100% recyclable, plastic-free and FSC certified stocks. Ideally, a weight of 300 gsm.


3. Designs

Creators should have free rein when it comes to selling their POD greetings card designs. Hand-drawn, graphical, photographic or typographic images all lend themselves well to digital production, and text should be as editable and capable of personalisation as you prefer. And, in terms of font choice, colour and alignment, expect the full range and gamut.


4. Upselling

Of course, a single card is a possibility and when it comes to birthday cards it’s usually the default. But what about Christmas cards, party and wedding invitations, announcements, or just notelets? It goes without saying that the greater the quantity the better value it is for your customer, and critically the greater profit for you and your online store. Ensure you offer options for packs and multiples, plus product suggestions to increase every single basket value.


5. Delivery

Production has to be swift, but so does delivery. Any POD partner worth its salt will work seamlessly with Royal Mail and other reputable providers and offer levels of speed (standard and express) and tracing (tracked and untracked) to choose from.


6. Service

Information is key. Email updates and an account dashboard mean both you and customers have a real-time “handle” on orders status, plus the added reassurance of friendly ‘phone and live-chat facilities will keep them happy and the orders rolling in for you!

Surprisingly…Generation Z, the 18–24-year-olds, are buying more cards than any other age group!

Prime is the largest Print on Demand provider in the UK and, after 30 years in this sector, there’s not much that we don’t know. If you’re looking to partner with an organisation with its finger on the pulse and the ability to bring your photo and greeting card designs to market simply, quickly and profitably, please get in touch. We’d be delighted to help.

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