Rx for Direct Mail Headaches
Direct mail is still considered one of the most economical means of communicating key messages to customers. However, those involved in direct mail production know the complexities it entails.
Project managers have to work with more parties than a typical production process requires and have detailed criteria to adhere to. Since more than 90% of all direct mail is sent through the U.S. Postal Service, it’s especially important to know its rules and regulations to ensure your mailing makes it into the mail stream.
Here are some simple guidelines that will help you simplify the direct mail production process.
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Pay attention to dimension. Mail must fit in certain size ranges to meet postal regulations. For letter-sized mail that means between 3.5 inches by 5 inches up to 6.125 inches by 11.5 inches. And these sizes must remain within aspect ratio (length divided by height). Your piece must have an aspect ratio with a minimum of 1.3 inches but no more than 2.5 inches. Your piece cannot be more than a quarter inch in thickness.
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More than one ounce will cost you. You can mail any weight material but in the current economic environment, staying within budget is essential. To avoid increasing your campaign budget through mismanaged postage costs, try to stay within 1 ounce for first-class mail. For standard mail you’re allowed up to 3.3 ounces per piece.
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