Direct Mail Still Works!
We continue to hear the postal horror stories about how much money the Postal Service is losing. It is true that their revenues are down significantly. Most of the loss is due to decreased 1st class mail. More and more business documents , bill payments, etc., are handled on-line, dramatically reducing the revenues from 1st class mail.

Standard (bulk) and nonprofit mail is still a very viable avenue for getting your message in front of your prospect.

Most of us delete "junk" emails without ever looking at them. When you send a mail piece, you have at least the time from the mailbox to the recycle bin to get someone's attention. We have seen clients who wanted to move to only internet advertising come back to direct mail because it is more effective.

The more unusual or attractive the piece, the better your chances to have it noticed and read.

In Summary:
    -    Bulk mail is as effective as ever.
    -    Know your target.
    -    Quickly grab target's attention.
    -    Repeat the message.
 

• Postcards
  Aspect Ratio: Must be between 1.3 and 2.5 (length divided by height)
  Minimum size: 3-1/2" high, 5" long, .007" thick
  Maximum size: 4-1/4" high, 6" long, .016" thick
  
  NOTE: Cards larger than 4.25 x 6" are considered letters.
  To make sure there is adequate room for an automation barcode, space must be provided for the barcode in one of 2 ways.
  1.    Barcode as part of address - must leave 3.5" from the left-hand edge of the card toward the center of the card - OR
  2.    Barcode at the bottom of the card - must leave a space 5/8" high x 4.5" wide at the bottom of the card starting at the right-hand edge.
  If we are unable to put a barcode on the card, the Postal Service will scan the address, output a barcode sticker and put it on the card perhaps covering up important information.
  
  IMPORTANT - Never put the return address at the bottom of the card - you will run the risk of that address being scanned as the delivery address.

   

• Letters

  Aspect Ratio: The Aspect Ratio (length divided by height) must be between 1.3 and 2.5.
  Height: Between 3-1/2" and 6-1/8"
  Length: Between 5" and 11-1/2"*
  Thickness: Minimum thickness .007" if less than 4-1/4" high and 6" long, or .009" if more than 4-1/4" high and 6" long.

• Folded self-mailer & booklets:
  
  

   

  Folded self-mailers should be prepared so that the fold is at the bottom and parallel with the longest edge of the mail piece. A tab closure is required at the center top. If folded with the fold at the top, two tabs must be placed at the bottom, 1" from each edge.  Though other folds may be allowed, they may require additional tabs. Never use paper lighter than 60#       
  Booklet-Type Mail Piece: Two tabs are required on the top, unbound edge within 1" of either side edge.
  Effective 9/8/09 new requirements will be in place for letter-sized booklets: booklet size, paper weight and tabbing.
  What is a booklet and what is a self-mailer?
  A booklet is made from multiple pages fastened together with some type of binding: staples (stitches), glue, perfect bound.
  A self-mailer is anything that isn't a booklet, a card or an envelope. "Usually" they are a single piece of paper folded.
  
  What changes are going to affect my booklet?
  For "most" booklets, maximum height is 6", maximum length is 10-1/2". Spine MUST be on the bottom or right (lead) edge. Some booklets are limited to 9" in length based on the weight of the cover stock.

• Flats
  For flats prepared as single sheets or in envelopes, the "length" is the longest dimension, the "height" is perpendicular to the length.
  For flats with a bound or folded edge, the height is the dimension parallel to the bound or folded edge. The length is perpendicular to the height.
  If a flat is folded more than once or bound and then folded, the height is based on the final fold. These pieces must be designed so the address is in view when the final folded edge is to the right and any intermediate bound or folded edge is at the bottom. Address area must be in the upper half of the flat when bindery is on the right.
  Flats must be rectangular, never square.
  Height: Between 4" and 12"
  Length: Between 4" and 15 3/4"
  Weight Max: 13 ounces for First Class; 6 lbs. (non-automation), 16 oz. (automation) for Periodicals; or 16 oz. for Standard Mail rates.
  Thickness: minimum: 1/4 inch.
                      maximum: 3/4 inch.
   
• Rules & Regulations
  The USPS is tired of spending $1.8-billion a year on Undeliverable As Addressed (UAA) mail.  They have released new regulations regarding address quality, specifically pertaining to Move Updates.  This will require new policies and practices by all organizations who take advantage of discounted mailings.  All databases used for discounted direct mail must be updated in a fashion approved by the USPS within 95 days of the mailing. While this may seem like a nuisance initially, it will ultimately help us all save money.
  
  Mailers who use what the Postal Service refers to as Exceptional Addressing (for example:  “Or Current Resident”) do not need to comply with the requirements.  They merely need to confirm that the address is correct and deliverable.
  
  Acceptable methods are:
      -    NCOA certification (National Change of Address) - databases are compared to
           the Postal Services forwarding order database and updated addresses are provided
           where available.
      -    Ancillary Service Endorsements - these tell the Postal Service that you will pay
           for returns and update your data file.
  
  NCOA is inexpensive and quick. Most mailers are shocked and pleased at the results from NCOA.