SIZE MATTERS: The final size, shape and folding direction and weight of your mailing media will determine your mailing’s 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 or an unusual stock such as a “plastic” envelope, Paper Bag or odd shaped package, that could render your mailing unmailable altogether.
COLORS ARE IMPORTANT: While extravagant colors such as Fluorescents, Ultra Brights, Foils, Very Dark and Reflective Colors can enhance your design to help capture your prospects eye they can 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.
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 as for a 6” x 11” one as well as all acceptable sizes in between. Since the postage amount is typically the highest cost in a Direct Mail Campaign it may be worth the few dollars more in print costs to step up in size to allow for more room to get you message across. This is just one of the ways a Mailing Professional can help you stay within budget while getting the most for your dollars.
Some other important issues to address are: Paper weight and thickness, the flexibility of your mail piece, mailing panel placement and size, when you are required to have a return address and when you are not and which glossy finish to choose.
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