One of Tension’s newest regional sales manager, Gary Bohn, shares his top takeaways from his time so far at Tension
After decades in the print and packaging industry, I joined Tension in early 2024 as the sales manager for the East region. It marked an important new chapter for my career, one where I had the opportunity to join an industry leader as it continues to advance its envelope and printed products business.
I’ve had the opportunity to wear many hats and work with people across the globe, and, as you can imagine, I’ve learned a lot. The talented associates, customer-focused approach and attention to quality I am now part of at Tension reinforce some of the biggest opportunities I see in the envelope and print industry right now. I’d like to share them here:
3 Things I’ve Learned at Tension That Can Help You, Too
- Take Advantage of USPS® Promotions and Incentives When You Can: There are so many new print techniques and technologies to engage direct mail audiences today. The USPS encourages marketers and mailers to use them by offering enticing savings when they do. Because each promotion has unique specifications, I always suggest reaching out to a Tension associate who can help you create an envelope that can help you take advantage of those promotions.
- Understanding Paper Basis Weights Can Help Maximize Budgets: In my time at Tension, I’ve been refamiliarized with industry terminology and concepts like basis weight, which is measured as the weight of pounds in a ream of 500 sheets of paper. Choosing a lighter paper for your direct mail campaign can reduce production and postage costs. However, depending on your mailings, the potential savings of a lighter material may not be worth sacrificing the special look and feel of a heavier one. This is the kind of decision the Tension Design Group can help you think through. Fortunately, Tension also has a robust glossary of envelope terms that serves as another helpful resource.
- Understanding How Different Ink and Print Processes Deliver Value Across the Board: Mailers and marketers have so many options today that it can be overwhelming to know where to begin. Having a clear understanding of things like budget, audience and messaging goals can help you narrow down the best materials and processes for your project. A wide range of print types to choose from, each offering distinct advantages depending on factors like run size, print quality and cost efficiency. Your Tension representative can walk you through these options to determine what will best suit your needs. No matter your objectives, the right selections can make a strong aesthetic impact without driving up costs.
Whether you’re new to the field or a seasoned professional, I hope these takeaways provide perspective and help you navigate the challenges and opportunities we all face in this dynamic market. Contact us today for any questions you have related to direct mail.
