Juicy Topics

Mailing Tips

Posted on: May 5th, 2010

  • Always design a folded self mailer so the finished fold is on the bottom. This allows one wafer on top rather then 2 on the bottom saving the customer money.
  • When mailing a concentrated flat mailing do not fold to a letter size. By folding it down you are not only required to wafer the piece, you are also unable to attain a DDU postage rate because it is no longer available for letters.
  • Do you ever send out a direct mail campaign with multiple copy tests or versions printing in black (i.e., price tests, sales reps’ names, etc.)? These are often time and budget nightmares. When possible, it’s cost-effective to print shells (form or letter) and then ink-jet the copy that varies onto the shell at the same time you’re ink-jetting the address block.
  • Consider co-mingling. Co-mingling means sorting your mail with another company’s mail of similar size to achieve the BMC/SCF discounts you wouldn’t qualify for with your mailing alone. With postage generally being half the cost of the job, these savings add up. Consider doing this if you are mailing a project that is nationwide and would normally not go to the BMC/SCF level due to a lack of concentration (meaning a mailing that is spread out thin across the United States).
  • Make sure the aspect ratio of your direct mail piece is greater than 1.3 but less than 2.5. This will get you a better postage rate. To determine the aspect ratio simply divide the length by the width. For example, a 6×9 postcard has an aspect ratio of 1.5 which is good (9 divided by 6). This is why square mailers are good and bad. Good because the size is unique and it will stand out in your prospect’s mailbox, but bad because the postage costs will be higher than normal (aspect ratio is 1).
  • Make sure you confirm that your direct mail’s address block uses a minimum font size of 8pt of any readable font. If it doesn’t, you might incur extra costs from the USPS.
  • If you mail a letter package with a window envelope, make sure you do the tap test. What you do is take your letter package and tap the bottom side against a flat surface. According to USPS regulations, a minimum of .125” space around the entire address area must be maintained.
  • Check Tabbing. If you send out self-mailers or booklets, make sure you consult with your vendor on the proper amount and positioning of the tabbing that keeps the piece closed. It may seem like a minor issue, but you could get hit with big postal penalties if you don’t do it right.
  • Are you sending out letter packages? If so, make sure the components are sized so that it leaves at least a 1/4” on both the left and right side when inserted into the envelope and a 1/8” minimum throat. The throat is the opening height of the envelope. These measurements are required for efficient and cost-effective machine inserting of the components into the envelopes.
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