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MAILPIECE CONCEPT,COPY
& DESIGN
Carmelo Marcano
USPS
&
James Foster
William Charles Printing Co.
LET’S LOOK AT SOME BASICS
Obviously we know that we want to do a mailing
Purpose of Mailing
Get the customers attention
Budget Considerations
Production of the mailing
Handling the followup
IMPORTANT POSTAL TRIVIA
THERE IS NO POSTCARD RATE FOR STANDARD MAIL
THERE IS A POSTCARD RATE FOR FIRST CLASS MAIL
STANDARD REQUIRES 200 PC MIN
FIRST CLASS REQUIRES 500 PC MIN
THERE IS NO DISCOUNT FOR SPECIFIC DROPS FOR FIRST CLASS MAIL
BUSINESS REPLY MAIL CAN BE VERY EXPENSIVE
USED TO DETERMINE CLASS OF MAIL WE INTEND TO USE
MAILPIECE DESIGN
REGULAR SIZE POSTCARDS
OVERSIZE POSTCARDS ENVELOPES WITH ONE
OR MANY INSERTS PERSONALIZED
LETTERS / OFFERS
BUSINESS REPLY SELF MAILERS
TRI-FOLDED DOUBLE FOLDED
POSTAGE COSTS MAY DRIVE DESIGN DECISION
VARIOUS TYPES OF MAILPIECES
THE OFFER!
Set the “HOOK”“HOOK” - something to catch the eye - the reason to read
Keep it Simple - lot’s of white space Keep print fairly large - NO SMALL PRINT
Tracking Programs - have way to track responses
CREATIVE GUIDELINES COMMUNICATE in your customer’s
language Keep copy simple Include key information(cost, promotional
timing, locations, etc.) Graphics easy to read Strategic use of color Consistency across campaign - DO NOT
CONFUSE TEST THE CREATIVE ELEMENTSTEST THE CREATIVE ELEMENTS
MAILPIECE TESTING
CONSIDER A FEW SMALLER MAILINGS
USING A TEST MAILPIECE FOR EACH
TRACK RESULTS FROM EACH TEST
EMPLOY RESULTS FOR ULTIMATE MAILING
IF MAILING IS ULTIMATELY TO A LARGE DATABASE
DETERMINE IF MAILING IS ECONOMICALLY FEASIBLE
QUESTIONS TO ASK:
WHAT IS THE BUDGET ?
DOES IT ACCOUNT FOR EVERYTHING ?
HOW MANY PIECES DO WE NEED TO MAIL?
WHAT ARE THE COSTS INVOLVED FOR ABOVE QTY:
DESIGN, LAYOUT, COMPOSITION
PRINTING *
DATABASE
COMPUTER WORK
LETTERSHOP
POSTAGE * * MOST COSTLY OF ANY MAILING
ORIENTATION
IF LETTER OR ENVELOPE :
REGULAR #10 BUSINESS ENVELOPE THE BEST
IF POSTCARD - STANDARD SIZE FOR 1ST CLASS
- OVERSIZE FOR STANDARD-
IF SELF-MAILER
ALWAYS TRY TO HAVE FOLD ON BOTTOM
BE SURE TO CHECK ASPECT RATIO
SEE TEMPLATE
MAILPIECE SIZING
POSTCARD
NOTE: THERE IS NO POSTCARD RATE FOR STANDARD MAIL
MAXIMUM FOR FIRST CLASS MAIL :
4 1/4” X 6”
MINIMUM FOR FIRST CLASS:
3 1/2” X 5”
MACHINABILITY STANDARDSPOSTCARD DIMENSIONS
5” MAX
3 1/2” MIN4 1/4” MAX
6” MAX
.007 - .016 THICK
OVERSIZE CARDS
THICKNESS .009 MIN
MACHINABILITY STANDARDS
11 1/2” IN MAX
6 1/8” MAX
3 1/2” MIN
5” MIN THICKNESS - .007” - 1/4”
OVER 4.25 X 6.0 MUST BE .009 MIN
ENVELOPES
ENVELOPE QUALITY IS DIRECTLY RELATED TO PERFORMANCE OF THE FINISHING EQUIPMENT
WHAT TO MEASURE
OUTSIDE SIZE
FLAP DEPTH
CLEARANCES
WINDOW LOCATION
GLASSINE QUALITY
SEAM STRENGTH
SHELF LIFE
GLUE STRENGTH
CONFORMITY TO USPS
SELF - MAILERS
EITHER TRI FOLDED OR HALF FOLDED AND AUTOMATION
COMPATIBLE
MUST BE TABBED
MACHINABILITY STANDARDS
ONE TAB FOR SINGLE SHEET
MACHINABILITY STANDARDS
TWO TABS FOR MULTI- SHEETS
MACHINABILITY STANDARDS
TWO TABS - PERIOD
THREE TABS NECESSARY
MACHINABILITY STANDARDS
ASPECT RATIO
DETERMINED BY LENGTH OF MAILPIECE DIVIDED BY HEIGHT
MUST FALL BETWEEN 1.3 AND 2.5
THIS IS USED FOR ALL CLASSES OF MAIL
WEIGHT OF MAILPIECE
FOR FIRST CLASS - MAXIMUM BEFORE SURCHARGE
1.0 OZ
IF 1.1 OZ - CHARGED FOR 2.0 OZ
FOR STANDARD - MAXIMUM BEFORE SURCHARGE
3.3 OZ
IF 3.4 OZ - CHARGED ON PER PIECE + WEIGHT
THICKNESS OF MAILPIECE
FOR STANDARD AND FIRST CLASS MAIL
1/4” MAXIMUM THICKNESS
Use of Colors
1 = one color (usually black)
4 = full color
/ = side 1 vs side 2
1/0 = one color one side – nothing on 2nd side
1/1 = one color both sides
4/0 = full color one side – nothing on 2nd side
4/1 = one color one side – full color 2nd side
4/4 = full color both sides
Printer’s Language :
Colors
CMYK – Cyan, Magenta, Yellow, Black –This is the ink mixture that is used for offset and digital printing
RGB – Red, Green and Black – what we see on the Computer Screen
PANTONE – (PMS Colors) – specific color code numbers that correlate to a special ink mixture NOT CMYK. Pantone mixtures are listed in a PANTONE COLOR FORMULA GUIDE – can only be used in Offset Printing only
Color jobs that include pantone colors could be more expensive due to more passes through the printer – especially when CMYK and PANTONE Colors are included in thesame job.
Printer’s Language Con’t
CMYK mixture is different from PANTONE Mixture
When selecting a color – be sure what printing process you are going to use
Trying to EXACT match CMYK to PANTONE is extremely difficult – shades appear to be slightly different
CMYK vs PANTONE
Printer’s Language Con’t
Bleed
Paper Stock
Card Stock
Coated / Uncoated Glossy or Matte
Printer’s Language Con’t
DIGITAL PRINTING
vs.
OFFSET PRINTING
When to use which one:
Cost – there is a breakeven point based on quantity
Quantity – Drives Pricing
What is going to happen to the printed piece next
Mail Merge
Postcard Shells
Test Mailings – Constant and Variable Data
TIMELINE CONSIDERATIONS
TIME REQUIRED :
TO DESIGN
SECURE DATABASE
ASSEMBLE
MAIL DELIVERY ( TIME OF MONTH, YEAR)
INVENTORY / FULFILL / PERSONNEL
TRACK
DATE OF EVENT
CONSIDER DATE OF EVENT
WORK BACKWARDS FROM THAT DATE
VERY IMPORTANTTHE TWO MOST EXPENSIVE PART OF ANY
MAILING CAMPAIGN ARE:
POSTAGE
PRINTINGBE SURE TO SCRUTINIZE THE BE SURE TO SCRUTINIZE THE
PRINTER - THE SUCCESS PRINTER - THE SUCCESS (ROI)(ROI) OF OF THE CAMPAIGN DEPENDS ON ITTHE CAMPAIGN DEPENDS ON IT
Question 1 Four Color Processing is the same on Digital and Offset printing applications. T or F
Question 2 C1S stock is “Coated” on one side only. T or F
Question 3I can save even more in postage by using the postcard rate for standard mail
Review questions
Answer = T
Answer = F
Answer = F
The LI PCC would like to thank today’s session sponsor
Thank you
Bi-County Mailing
Questions ???