In the days of yore, sealing wax was used to hold a document closed and to verify that it was unopened. In modern times, the wafer tab serves that purpose, albeit more utilitarian than attractive. The link below leads to our Tab Placement Quick Guide, which explains how tabs are needed to efficiently and successfully navigate the USPS juggernaut. In many instances spot glue can be used instead, which becomes cost effective at around 10,000 pieces.
The locations of tabs are often misunderstood, leading to undesirable placements, which can cover up critical design elements. This guide graphically illustrates the proper tab requirements and it will help you maximize the impact of your next direct mail piece.
Measure twice, cut once. Plan ahead and incorporate the proper measurements into your design to save both time and money. Knowing a few simple design rules will help you maximize the real estate on your next mail piece.
The link to the right is a two page PDF with some helpful hints as it relates to mail piece design. To get the full set of regulations, see the post below with the link to the USPS Postal Explorer.
Please let us know how we may help you.
This past year the United States Postal Service (USPS) delivered 167.6 billion pieces of mail to mailboxes across this country. We take for granted the complex machine that enables a letter from one area to be personally delivered to another, no matter how remote. Despite the legacy issues the USPS faces, the fact that this happens day in and day out is actually pretty remarkable; all for a reasonable rate.
Digital communication is a great tool, which we all use, but when you need to deliver a letter or promotional direct marketing piece in the “real” world, the USPS can get it done. To help us get it done, we rely on our mailing professionals at CPC Solutions and a handy website managed by the USPS, the Postal Explorer. The link to the right has more than you ever wanted to understand about mailing, most of which you may not want to know!
Once on the Postal Explorer website, you will find the Quick Service Guides to be the most useful, which are located under Domestic Mail. We are here to help you navigate these regulations, so feel free to touch base. Thank you for thinking of CPC Solutions for your next direct mail campaign.
In case you did not notice, the United States Postal Service raised their rates on us again. Don’t worry; the USPS will have a difficult time collecting the postage due in this particular post.*
In the meantime, as our gift to you, we thought you may like our brand new Postal Rates Quick Guide. The two page PDF below is filled with valuable information distilled from the hundreds of pages of USPS regulations. It is intended to be a quick summary, but it should cover 80% of your needs (that old 80/20 rule is always working). If you have questions regarding the other 20%, feel free to contact us!
*Production Notes: The image above was created using our personalization software employing the Image Character Photoshop technique. A special stamp was created for each capital letter of the alphabet and we used its corresponding ASCII number, and then divided by three, to assign a “postage value” to it. That number was then added to the other letters in your name (using a value of 1¢ for each letter) and then subtracted from the new retail first class postage rate of 45¢, to come up with your postage due. These same techniques can be used in any variable data printed project as well!
The difference in size between a $100 bill and the largest postcard available
If we had a $100 bill for every time we printed a 9” x 6” or 8.5” x 5.5” postcard, then we would be swimming in cash. There are many alternatives to what we think as the “standard” postcard size, often with the same postage costs.For example, many people do not realize that a postcard can be as large as 11.5” x 6.125” and still mail at the letter rate, meaning that $0.45 is all it would cost, if mailed first class, non-automated. There are many variables in mail, so postage on that same card could cost as little as $0.142 to as much as $0.424 depending on the level of automation, class, mail stream entry point and zip code saturation (nonprofit is even lower).
Two things to consider when deciding on a postcard size:
- Aspect ratio: Simply put, it must be between 1.3 and 2.5 to maximize postal discounts. Take the length and divide by the height, so 11.5”/6.125” equals 1.878. A postcard can be any size within an aspect ratio of 1.3 and 2.5. Anything outside of that ratio will mail as a flat.
- Printing costs: The optimal size will depend on your quantity and stock choice.
Click the links below for the official website on this topic.
Physical Standards for Commercial Letters and Postcards
Designing Letters and Postcards for Automated Processing
When did you first realize your name was important to you? Was it when you signed your own letter to Santa Claus; if you even believed in that sort of thing? Or was it when you proudly signed every piece of artwork you produced as a child, even that piece made from uncooked elbow macaroni?
The last post in our personalization series focuses on what we call the Image Character Live. Live because we use a live piece of art such as a drawing or object and then convert it, essentially, into a custom font.
Does using your first name in zany ways seem trite and overused? Perhaps, but when you step back and consider the end-user, you realize that the use of our names in everyday conversation is important and it breaks down barriers. Below is a link to a blog that you might find interesting as it relates to first names.
What would be a stocking, hung on the quintessential mantel over the fireplace, if it were not personalized? Imagine the chaos and confusion that would ensue. You too can bring clarity and nostalgia to your marketing pieces by utilizing what we call the Image Character Photoshop effect, the fifth trick in our ongoing series.
Personalization using a name is the first step, but true one to one marketing goes even deeper. In a study conducted in July, 2011, three-quarters (74%) of North American consumers said they "don't feel they're receiving a benefit from sharing personal information with marketers," and just 52% said they somewhat or strongly agree with the statement that companies use their personal data "so they can better serve me," according to a survey designed to test consumer attitudes about personal data collection and use by marketers. To read the full post, click Print in the Mix below.
The “tiling” technique is the fourth trick in our personalization series. Tiling is best suited for grid-like images, such as windows in a skyscraper, bricks in a driveway or ink swatches on a color chart. Your product, service or environment probably has grid-like images associated with it. When someone sees their name blended with your image, happiness and bonding will result; subconsciously at least. If you’re not feeling that way now, perhaps it's because your last name isn't Picasso!
Do you remember the slogan; M&Ms melt in your mouth, not in your hand? M&Ms may not melt in your hand, but they sure do get sticky if held too long.
Part three in our series about personalization tricks revolves around the “fill randomly” technique. The sample shown in this post is a good example of how it can be utilized. The trick is making it look real and legible. Baseballs, golf balls, popcorn or jelly beans are all objects that would work well. Imagine a postcard targeting golfers with their name, message or offer written in golf balls. Send a marketing piece that the recipient will want to keep for awhile (aka sticky) and your chances of a response increase.
Giving your marketing a name badge is easier than you think. Part two in our series about personalization tricks revolves around the “masking” technique. The samples shown in this post are variations of that method. It is a relatively easy way to create an effect to personalize any piece while using variable data printing or email.
Picking up from our last post, we’re going to touch on the first “trick,” which is purchasing one of the hundreds of templates that already exist. Imagine what your clients will think when they see their name or company name in a festive ornament. Their first reaction will be, “How did they do that?”
Personalization has come a long way in the last decade, but it is still underutilized. Let it elevate your response rates and the campaign’s overall effectiveness. Over the next several weeks, we’ll explain in detail how we can help you with the following personalization tricks.
