SIZE MATTERS: The final size, shape, folding direction, and weight of your direct mailing media will determine your direct mail classification, as well as the postage costs you will pay. Some of these classifications are: letter-sized, flats, machinable, non-machinable, automation and non-automation compatible, etc.
In some cases, your mailer can be designed completely outside the postal rules, such as, a square-shaped card or flyer, a booklet with staples at the top, an underweight paper stock, an unusual stock such as a “plastic” envelope, a paper bag, or an odd-shaped package, which could render your direct mail media as undeliverable.
COLORS ARE IMPORTANT: While extravagant colors, such as, fluorescents, ultra brights, foils, very dark, and reflective colors can enhance your direct mail design to help capture your prospects eye, they can also cause readability issues with the post office’s OCR scanners. It is always good to check first before spending the extra money on your design, only to find out there could be higher costs on the back end in postage and penalties for direct mail services.
POSTAGE RATES AND SIZE: There are many circumstances where the postage rates do not change from one size to the next. For instance, the postage would be the same at standard rates, for a 4” x 6” postcard, for a 6” x 11” piece, as well as all acceptable sizes in between.
Since the postage amount is typically the highest cost in any direct mail campaign, it may be worth the extra few dollars in print costs to step up in size – allowing more room to get your message across effectively. This is just one of the ways a mailing professional can help you to stay within your direct mail services budget while getting the most for your dollars.
Other Important Issues to Address When Sending Direct Mail
Additional important issues to consider in your direct mail campaign include: paper weight and thickness, flexibility of your direct mail piece, mailing panel placement and size, whether or not you are required to have a return address, and which glossy finish to choose.
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Personal Touch Mailing Services is a full-service direct mail located in Orlando, Florida. Call 407-857-9090 for a quote.
