CHECK THE POSTAL RULES BEFORE PRINTING YOUR MAILER !!
Posted: 2010-03-08 by 2010-03-08
At some point, those involved in the direct mail industry have heard a story about a direct mail project that took a costly turn at the moment of mailing because someone failed to check if the format and content of the mail piece met post office direct mailing requirements. Like a recent non-profit client who had a showpiece brochure printed before reviewing it with the mailing service. The address panel placement did not meet the Address Standard for Commercial Flat Size mailers. They had 3 options: 1) Print and insert into an envelope, 2) Apply an address label over the misplaced address panel or 3) Pay the first class postage for the direct mail piece. Because the image of the piece was critical, they had no choice but to pay the higher postage at 3 times the rate they had budgeted for their direct marketing campaign. A simple email during the initial design stage would have allowed the mailing service to identify this costly issue. Now more than ever, due to the USPS effort to improve processing efficiencies as well as identify additional revenue opportunities, a clear understanding of postal regulations is crucial to insure that direct mail packages are designed for optimal postage savings. No one can afford to absorb expensive re-work in direct marketing budgets or delays that could sabotage the project. Whose responsibility is it to check the rules... the designer, the printer, or the mail owner? Ultimately, it's the responsibility of the mail owner to make sure their design meets postal regulations. Should they be expected to know all the rules? No. So, what's the best way to check the rules? Contact your account service person at your printer’s mailhouse, like Corey Cedarstrand at Franklin’s. They will do the legwork for you and find the answer. I would strongly recommend that you take a few minutes to familiarize yourself with recent significant changes in postal regulations at www.USPS.com. If you want your Direct Mail project to mail on time and on budget, MIND THE RULES!
