Designing the Right Mail Piece

 

The most popular type of mail piece is a postcard. This is usually what comes to mind when a client wants to start a direct mail campaign.

I often suggest other forms of mail-able material when first discussing a new direct mail campaign. Not because postcards are not a good way to go, but its a good idea to find the right product that fits the type of mailing and audience you are trying to reach.

There are several types of mail pieces classified by the USPS that should be considered when creating a new direct mail campaign.

Postcards

: Determined by their size postcards can be mailed first class or presort first class or standard mail when mailed in large volumes (common in advertising).  There are certain standards set by the USPS that must be met in terms of size, thickness, and orientation.

Postcards are the most affordable solution for direct mail marketing (both in printing and postal rates). This is probably why they are the most common. Postcards are most affective when used to convey a simple message by image or tag line or used as a physical coupon, offer or promo.

Self-Mailer: The most common self-mailers are brochures (tri-fold or half fold 8.5 x 11). Self-mailers are great for presenting information that needs to be categorized or sectioned. An example would be a menu or company with several services and descriptions. Self-mailers are also used to send a return card that can be perforated, separated, filled-out and mailed back to the sender.

Enclosed Letters: The use of an envelope is a more personal way to reach someone via mail. By enclosing your letter and contents you are able to speak one-on-one with the reader rather than anyone whom happens to handle the open-faced mail. Envelopes also deliver a sense of suspense to its recipient. This sense of anticipation can give your message a greater impact. The most common envelope is the #10 and will fit the standard letter size piece and light inserts. Letters are a common mail-piece and qualify for discounted first-class and standard rates. Dont forget to personalize your letter for an easy boost in response rates!

Other forms of mail: Somewhat uncommon to new direct mail campaigns but nice to know of are booklets, periodicals, and flats (larger mailable mail-pieces)

Be sure to speak with a Direct Marketing specialist or your local USPS rep before designing your next direct marketing campaign. Using the right mail-able product will give you most return on investment. Using the right list put your message in front of the right audience. Designing your mail correctly will ensure that your message reaches those mailboxes.

Feel free to contact me with any questions or help launching your next direct mail campaign.