Special Section Mailing & Fulfillment -- Creating Mail with Fo
By Laine Ropson
Helping your customers design a mailpiece that's both creative and meets the USPS automation requirements is...an oxymoron? A challenge? An opportunity?
In the real world, it's all of the above. A mailpiece needs to be mailable, automation compatible and deliverable, as well as having a clear message.
Back to Basics: Mailable
Review the size of the mailpiece relative to the postage costs. Letter-size is cheaper than flats, for instance. Letter-size must be greater than the minimum mailing size (31⁄2x5x.007˝) and less than the maximum letter-size (61⁄8x111⁄2x1⁄4˝).
Don't forget that the aspect ratio—length divided by height—must be between 1.3 and 2.5). If you want to use an envelope that is not the normal #10, 6x9˝ size, be doubly sure to check the size and aspect ratio. You don't want to be hit with an unexpected non-machinable surcharge. If your customer absolutely must mail that square envelope, factor in the extra postage when calculating your cost-per-response.
Automation Compatible
In order to get a response, the mailpiece must be delivered in the first place. That means following the rules.
Start by blocking out the areas needed by the Postal Service. This includes: address area, postage area and return address. These areas need to be clear of other copy and the text used must be legible. Keep the address window/block at least 5⁄8˝ from the bottom and both sides (this is easier than remembering it needs to be 1⁄2˝ from each side, but you have to allow for press tolerances and insert shift).
Plan for Barcoding
Your mailpiece will be barcoded unless the client specifically agreed to pay the non-machinable surcharge for manual handling. The best postage discounts are when you pre-barcode the mailpiece.
Be sure the barcode is correct and legible. If you are using a presort bureau, talk with them about their needs for address readability and the barcode clear zone. If you don't put the barcode on, the Postal Service will attempt to. Therefore, don't put any critical information in the barcode clear zone (the lower right corner) that you wouldn't want covered by a barcoded label.
Get it Delivered
Quality addressing is the most critical factor in delivery. Why pay for printing and postage if the piece is returned or treated as waste?
Coding Accuracy Support System (CASS) processing is required for barcoded discounts. The investment in change-of-address processing, as well as more in-depth address hygiene such as locatable address conversion system (LACS), delivery point validation (PDV) and delivery sequence file (DSF2), provide valuable information for making decisions on what addresses to use for mailing.
Find out if the customer wants to use Ancillary Service Endorsements to update house files, and look into the Postal Service's address change service for electronic updates. Duplicate elimination is a great cost saver. Demographics can also help to target the message to the most likely respondents.
Be Creative!
The rest of the mailpiece is yours, so what are you going to do with it? In this day of information overload, determine how simple your message can be. If it is a bill or statement, be sure the recipient knows who it is from and even that it contains a bill/invoice.
Don't overlook the power of the postcard. It can get across a quick message (appointments, reminders, special sales, store hours, etc.). It doesn't have to be opened (so it is almost automatically read) and is easy to put on the refrigerator.
How does your client to present itself? Does it want the recipient to know they are? Are these current customers or prospective customers? This will impact whether they use a plain white envelope with the return address on the back to simulate a bill or statement. A mailing for a credit card application will have a different image than one with coupons for a new casino.
If the client wants to get attention, focus on a few grab words, ideas and color. Given that a recipient spends less than a few seconds deciding to open mail or not, what does the client want them to know?
Look at your own mail—it's the best education. Track what you open and what you don't. Have your staff do the same—it's a great internal focus group.
When in doubt, TEST, TEST, TEST. Variations on size, shape and copy need to be tested before that large mailing. Then clients can project responses and the cost per response.
Laine Ropson, president of Ropson & Associates, is a postal consultant specializing in postal education: mail design training programs and mail planning procedures.
