Can Postal Automation Save You Money?

You’ve heard the advertisements. “When we save money, YOU save money!” When the retailer gets a deal, they pass the savings along to you. The United States Post Office is no different. There are certain mailing sizes and formats that process through the USPS equipment more efficiently, so when you save them money, they save you money. That’s what automation discounts are all about.

Even if you don’t have the volumes to qualify for automation discounts, staying within these guidelines will ensure that you get the most out of your mailings. By following the guidelines, you can prevent your mail pieces from being delayed or undeliverable.

Here are the categories to keep in mind:

Format Size: To qualify for automation discounts, First Class postcards, letters, and flats must be within a certain size range. For example, to qualify for discounts, postcards must be ½” x 5” to 4 ¼” x 6” and range from .007” to .016” in thickness.

Addressing: For the mail to process most efficiently, the address block must be placed in the right location. For letters, it must be ½” from the left and right edges. For non-barcoded mail, it must be 2 ¾” from the bottom edge. For barcoded mail, it must be up to 4” from the bottom edge.

Font size: For maximum readability, the USPS prefers that the address be printed in font that is a minimum of 10 points. If it’s a san-serif font, all the better. If you are using window envelopes, make sure that the entire address is visible. If the city-state falls below the window, the mail piece may disappear too — as undeliverable.

Background contrast: While bright envelope colors can grab attention and increase open rates, you need to be sure that the contrast between the envelope and the printing is sufficient to be read by the postal machinery. If the address is not readable, you will lose your automation discount and, potentially, the mailing could be rejected. You can’t get a response from a mail piece that is never delivered.

No 3D objects, please: Anything that renders the mailing less than completely flat will eliminate your postal discount. This means no clasps, buttons, or other 3D closures. Sure, those things may look cool, but they will not run through the automated equipment.

Looking for more ideas to maximize your postal discounts? Give us a call.

The Reply Card: Art or Afterthought?

The sales letter, lift letter, and brochure tucked inside your direct mail package all share one purpose – to compel the reader to complete and return the reply card. While most cards may never be returned, every card that is returned represents an interested prospect. The value far outweighs the cost of printing and insertion. When you look at it this way, you begin to view this thin, rectangular piece not as an afterthought, but as an integral component of your direct mail strategy.

Creating an effective reply card is an art. Within the defined space of a few inches, you must capture interest and summarize your selling proposition while leaving room for the respondent’s contact information, your return address, and postage. Graphics should be subtle to avoid confusing or distracting the reader. Coated cardstock won’t work because the respondent needs to write on the piece.

Well-conceived reply cards have several things in common:

·      They get straight to the point about what is being offered and what the reader needs to do.

·      Checkboxes are included with a positive call to action and often an incentive as well: “YES! I accept your free trial offer!”

·      Additional avenues for responding are featured prominently, such as a toll-free telephone number, QR Code, and links to social media.

·      An expiration date is included to create a sense of urgency.

Studies have shown that response rates can be greatly increased when response devices are personalized. In this age of identity theft, however, you must be sensitive to the amount of information that is traveling through the mail on a postcard. If your business requires personal data like date of birth or a credit card number, be sure to include a reply envelope. Whatever approach you take, make sure your piece meets U.S. Postal Service standards for cost-effective processing. 

A reply card is arguably the most important piece inside your direct mail package. Rethink the role this seemingly simple piece plays in your overall direct mail plan.