Elements Of Direct Mail

Getting a printed piece from the press to the mail requires navigating the complexities of the postal system. Fortunately, we can help. We offer consulting on direct mail requirements and direct mail formats that produce results. Here are some key elements of an effective direct mail campaign.

The List

The three most critical factors in any direct mail campaign are: the list, the list, and—yes, the list. Your customer list is your best resource. Look for common traits and use direct mail to target them. Alternatively, you can purchase a targeted list of new prospects. With numerous qualifiers available, direct mail remains one of the best ways to reach specific groups with your message.

The Process

Navigating the postal system can be daunting. However, understanding the requirements can lead to significant cost savings. We’re experts in all types of direct mail formats, including first class, presort, and marketing mail.

Additionally, we help with return mail options like Business Reply envelopes and postcards. We’ll guide you through every detail—from production to sorting, barcoding, and bundling—ensuring your direct mail campaign is as efficient as possible.

The Cost

Direct mail can be one of the most cost-effective ways to reach your audience, especially when your list is well-targeted.

While you may be used to handling mailings in-house, outsourcing to a professional mailing service can often be more economical when factoring in labor time and postage discounts.

The Technicalities

Automation

Automation plays a significant role in cost savings. The more automation involved in mail handling, the more savings you’ll see. Non-automated mail (such as hand-addressed letters) costs the most. In contrast, automated mail options like full-service automated standard mail and EDDM® (Every Door Direct Mail) offer the lowest costs.

As a marketer, you often balance the level of customization with the cost benefits of automation. Barcoding and presorting mail for automation allow the post office to process it more efficiently, saving you postage and speeding delivery.

Size and Materials

Postal specifications for automated mail include strict limits on size, height, and width. For example, square mailing pieces do not qualify for full discounts because they don’t meet the post office’s aspect ratio requirements.

Additionally, paper weight matters. Postcards must weigh at least 9 points to qualify for automation. If the paper is too light, it won’t be processed, and you’ll lose discounts.

Materials such as clasps, strings, buttons, or bulky enclosures can also hinder the mail’s ability to run through postal machines.

Self-mailers, which are mailed without an envelope, must follow specific standards for size, weight, folding, and sealing.

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Barcoding and Addressing

The post office uses barcodes for both outgoing and return mail. Specifications for creating and placing barcodes are strict.

The Intelligent Mail Barcode (IMb) is used on most automated mail and provides information like the mail class and who sent it. At Phillips, we encode a unique sequence number in the barcode, allowing us to track each piece of mail and report delivery times.

Addressing direct mail must meet postal standards. Typefaces that are unusual or difficult to read may not be recognized by the OCR equipment, which could cause delays or errors in delivery.

Addresses must also be valid, processed through the CASS(Coding Accuracy Support System) and NCOA (National Change of Address) databases. At Phillips, we process every mailing through these systems as part of our standard service.

Getting It Right

The post office offers a number of useful publications that outline mailing requirements, available either from a branch office or by going to USPS Postal Explorer, where you can search the Domestic Mail Manual and other resources (guaranteed to have more regulations than you’d ever want to know).

Getting the most out of direct mail requires a lot of expertise in the details, but don’t worry, that’s our job. Whether you are looking to do a small personalized direct mail mailing, a large marketing direct mail project, or EDDM®, we can help.

We are USPS® certified as a full-service MSP with many years of experience in all types of direct mail and are here to guide you through the process.

Let Us Advise You

Just tell us who you want to reach, and we’ll help you do it. We handle everything, including list consultation and choosing the best mailing options.

With our help, your piece will reach your audience efficiently.
Check out our short video to see how we get your mail from print to post office at a rapid pace.

Direct Mail Insights

USPS Rules, Tools, and Tips

In today’s fast-paced digital world, one marketing tactic still holds tremendous power: direct mail. While email inboxes overflow with messages, a well-crafted piece of direct mail can stand out and leave a lasting impression. But to fully capitalize on this marketing tool, you need to understand the key rules, leverage the right tools, and follow