Tag: Direct Mail

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 expert tips to ensure your direct mail campaign is a success. This guide covers everything you need to know about USPS rules, tools, and tips for effective direct mail marketing.

Why Direct Mail Still Works

Before diving into the rules and tools, let’s first highlight why direct mail marketing remains an essential part of any strategy. According to the Data & Marketing Association (DMA), direct mail has an impressive 4.9% response rate for prospect mail compared to the 1% response rate seen with email campaigns. This tangible format offers a personal touch that digital methods can’t replicate, encouraging recipients to physically engage with your message.

Moreover, direct mail also offers the ability to reach targeted audiences effectively, especially with the right data and segmentation. When combined with strategic insights and creative execution, direct mail can drive significant conversions and reinforce your brand’s credibility.

USPS Rules You Need to Know for Direct Mail Campaigns

Navigating the world of direct mail involves understanding USPS rules and regulations to ensure your campaign is cost-effective, compliant, and gets delivered as intended. Let’s review the most important guidelines:

1. Correct Addressing: One of the most fundamental USPS rules is ensuring accurate addressing. Mistakes in addresses can lead to delayed deliveries, higher costs, or even returned mail. The USPS requires the following for correct addressing:
   • Use the correct format for street addresses, city, state, and ZIP codes.
   • Include a return address in the top-left corner.
   • Ensure that the recipient’s address is clear and legible. The USPS recommends using uppercase letters for improved readability.
2. Mailpiece Size and Weight: USPS defines specific size and weight requirements for different mail categories. To get the best rates, ensure your mailpiece falls within the acceptable range:
   • For letter-size mail, the dimensions should be between 3-1/2” x 5” and 6-1/8” x 11-1/2”.
   • Flat-size mail should range from 6-1/8” x 11-1/2” to 12” x 15”.
   • Mailpieces exceeding the standard weight or size may qualify for additional postage or special handling fees.
3. Presorting and Barcoding: To receive discounted rates, you must presort your mail and use barcodes:
   • Presorting: Organizing your mail based on zip codes or delivery zones can help you qualify for reduced rates.
   • Barcodes: Adding a USPS Intelligent Mail Barcode (IMb) allows for faster processing and can save you money. The IMb is essential for automation-compatible mail and helps track deliveries, enhancing campaign efficiency.
4. Mailing List Accuracy: Accurate and up-to-date mailing lists are crucial. You’ll want to take advantage of Address Correction Services (ACS) to ensure that your list is clean. If an address is invalid or outdated, the USPS will notify you, reducing waste and improving campaign targeting.
5. Permit and Indicia Use: For bulk mailings, a permit or indicia is required. An indicia is a printed mark on your envelope that indicates you’ve paid for postage, allowing you to use bulk mail rates. Ensure that you’ve registered for a permit with your local post office and display the correct indicia on each piece of mail.

Essential USPS Tools for Direct Mail Campaigns

The USPS offers several tools and services that can enhance the effectiveness of your direct mail campaign. By utilizing these tools, you can optimize delivery, improve targeting, and reduce costs.

1. Every Door Direct Mail (EDDM): If you’re looking to reach a specific geographic area without needing a mailing list, Every Door Direct Mail (EDDM) is an excellent option. This tool allows you to target specific neighborhoods, zip codes, or carrier routes, making it ideal for local businesses looking to increase visibility without the hassle of segmentation. You can use EDDM to send postcards, flyers, or brochures directly to every address on a selected route.
2. USPS Postage Calculator: The USPS Postage Calculator helps you determine the exact postage cost for your mailpieces. By entering the weight, size, and class of mail, you can quickly calculate the postage you’ll need for your campaign. This ensures your budget is in check and helps avoid unexpected fees.
3. USPS Address Management: To keep your mailing list fresh, USPS offers several tools for address management, such as:
   • Address Change Service (ACS): This service allows you to keep your list up to date by receiving notifications about address changes, ensuring that your mail gets delivered to the correct recipient.
   • National Change of Address (NCOA): By running your mailing list through NCOA, you can ensure that your list contains only valid, up-to-date addresses.
4. Informed Delivery: With Informed Delivery, you can track how recipients interact with your direct mail. This free service allows recipients to view digital previews of their mail before it arrives, providing you with valuable data on engagement and helping you tailor future campaigns.

Pro Tips for Crafting Successful Direct Mail Campaigns

Now that you understand the USPS rules and have the tools at your disposal, let’s dive into some pro tips that will ensure your direct mail campaign gets the attention it deserves.

1. Personalize Your Mailpieces: Personalized direct mail campaigns see a 50% higher response rate than non-personalized ones. Use the recipient’s name, location, or past purchase history to craft messages that resonate on a personal level. Tailoring your offer can lead to higher engagement and conversion rates.
2. Design with Impact: Direct mail should grab attention from the moment it lands in the recipient’s hands. Invest in eye-catching designs, strong branding, and high-quality materials. Use bold headlines, compelling visuals, and a clear call-to-action (CTA) to drive results. Remember, the goal is to make your mailpiece stand out in a crowded mailbox.
3. Offer Value: Give your recipients a reason to act. Whether it’s an exclusive discount, a free consultation, or an informative guide, ensure your offer adds value. This not only increases the likelihood of response but also builds a positive brand association.
4. Test and Measure: Always test different aspects of your direct mail campaign—such as design, messaging, and mailing list segmentation. Use metrics like response rate, ROI, and customer feedback to refine your strategy over time. This data-driven approach ensures continuous improvement and maximizes the impact of each campaign.
5. Timing Matters: The timing of your direct mail can make a significant difference in its success. Consider seasonal factors, holidays, or special events when planning your mailings. Additionally, sending multiple pieces spaced out over time can help reinforce your message and increase the chances of conversion.

Final Thoughts: Making Direct Mail Work for You

While digital marketing continues to dominate, direct mail remains a vital and effective component of any multi-channel strategy. By understanding USPS rules, using the right tools, and following best practices, you can create direct mail campaigns that stand out, engage your audience, and drive conversions.

Take advantage of the USPS services at your disposal, from address management tools to EDDM, and don’t forget to focus on personalization and design to ensure your message resonates with your target audience. Whether you’re sending postcards, brochures, or catalogs, direct mail offers a tangible connection that digital methods simply can’t match.

Start leveraging these insights today, and watch your direct mail campaigns soar to new heights!

The goal of direct mail marketing is simple: getting your message into the hands of the right audience. However, the real challenge lies in identifying that audience. When it comes to direct mail marketing, there are several options available, and choosing the right method depends on the type of mailpiece and its intended recipient.

In this post, we’ll explore the key factors to consider when selecting the right direct mail approach—specifically, comparing EDDM (Every Door Direct Mail) with other options.

Categorizing Your Mailpiece: Physical Attributes and Mail Classes

When choosing the right direct mail method, there are two primary factors to consider: the physical attributes of the mailpiece and the class of mail. These factors help determine the most suitable mailing option for your needs.

1. Physical Attributes of a Mailpiece

The physical size and weight of a mailpiece are the first considerations. Mailpieces are categorized into three main types:

• Letters: These are small mailpieces, typically between 3.5” x 5” and 6.125” x 11.5” in size. Letters are less than 0.25” thick and weigh no more than 3.5 oz.
• Flats: Larger mailpieces, up to 12” x 15” x 0.75”. Flats can weigh no more than 13 oz.
• Parcels: The largest category, parcels can exceed the size of a flat, with a maximum combined length and girth of 108 inches. These can weigh up to 25 pounds.

The USPS Quick Service Guide provides more detailed information on these physical standards.

2. Class of Mail

The class of mail you choose determines delivery speed, priority, and available services. Direct mail typically falls under USPS® Marketing Mail (formerly Standard), First Class mail, or EDDM®. Here’s a quick breakdown:

• First Class Mail: Offers faster delivery and includes return service. Undeliverable pieces are returned to the sender.
• USPS Marketing Mail: A slower option with no return service. Undeliverable pieces are discarded.
• EDDM®: A cost-effective option for reaching a large audience, with no need for a mailing list, but also no return service.

EDDM: A Simple and Efficient Choice

EDDM is a unique mailing method under USPS Marketing Mail. It involves sending a flat-sized mailpiece with a simplified address format, such as “Postal Customer” along with the city, state, and ZIP code. This method targets entire postal routes, ensuring that every mailbox on a given route receives the piece.

One of the biggest benefits of EDDM is that there is no need to purchase a mailing list. This makes it an affordable option for businesses looking to reach a broad audience, especially when targeting residential addresses. Postal routes can be easily found using the EDDM Mapping Tool, allowing businesses to select specific areas for delivery.

EDDM is particularly useful for businesses that offer products or services with mass appeal, such as a pizza restaurant. By targeting every household in a certain geographic area, businesses can ensure widespread visibility without the expense of a mailing list.

When to Choose a Targeted Mailing Instead of EDDM

While EDDM offers broad reach, it isn’t always the best fit for every business. Let’s take a closer look at when a more targeted mailing approach might be the better option.

For example, a local private school might not find EDDM ideal. The school’s services are only relevant to families with children, and within that group, additional qualifiers—such as the children’s age or household income—are important. In this case, purchasing a mailing list with specific demographic filters would be more effective. This ensures the advertisement reaches the right audience and makes the marketing effort more efficient.

Even if the school wants to advertise a general offering, like an open house, a targeted mailing approach using a qualified list would allow them to focus on families within a specific radius, with children of the right age range. This method increases the chances of a higher response rate and ensures the marketing dollars are spent wisely.

How Business Type Affects Your Direct Mail Decision

Business type plays a significant role in determining whether EDDM or another mailing strategy is the best fit. For example, if the pizza restaurant is hosting a special family night, they might opt for a more targeted approach, limiting their mailpiece to households with children or families in a specific area.

In contrast, a general promotion like a discount offer or new menu item could work well with EDDM, where the restaurant can reach all households in a nearby area, regardless of family size or income.

Evaluating the Right Direct Mail Method for Your Business

When deciding between EDDM and other direct mail options, several factors come into play:

• Target Audience: Does your product or service appeal to everyone, or does it cater to a specific group?
• Geographic Reach: Are you looking to target specific neighborhoods, or do you want to reach a wider area?
• Budget: EDDM is cost-effective but may lack the precision of a targeted mailing list, which can be more expensive but offers greater relevance.

By evaluating these factors, you can choose the direct mail method that aligns best with your business goals and marketing strategy.

Let Phillips Printing Help You Choose the Best Direct Mail Strategy

Deciding between EDDM and other direct mail options doesn’t have to be complicated. Phillips Printing is here to guide you through the decision-making process. Contact your salesperson today for a free consultation to help answer the question, to EDDM or not to EDDM?

When sending mail through the U.S. Postal Service (USPS), you may assume that a “letter” refers to a simple sheet of paper in a standard envelope. However, in postal terms, these categories—letters, flats, and parcels—represent specific types of mailpieces based on their physical attributes, not just their general form.

In this article, we’ll break down the USPS definitions for letters, flats, and parcels, and explain how their classifications affect postage rates and delivery methods.

What is a “Letter” in Postal Terms?

A “letter” is not just any standard envelope with a sheet of paper. The USPS defines a machinable letter based on specific size and weight criteria, as follows:

• Height: Between 3.5 inches and 6.125 inches
• Length: Between 5 inches and 11.5 inches
• Aspect Ratio: Length divided by height between 1.3 and 2.5
• Thickness: Between 0.007 inch and 0.25 inch (must be at least 0.009 inch thick if height exceeds 4.25 inches or length exceeds 6 inches)
• Weight: No more than 3.5 ounces
• Shape: Rectangular, with four right-angle corners (no more than 0.125-inch radius) and parallel opposite sides

These specifications apply to machinable letters, which are processed by USPS machinery. If a mailpiece doesn’t meet these criteria, it’s considered non-machinable and subject to higher postage rates.

Defining a “Flat”

A machinable flat is a mailpiece that meets at least one of the following attributes:

• Height: More than 6.125 inches but no more than 12 inches
• Length: More than 11.5 inches but no more than 15 inches
• Thickness: More than 0.25 inch but no more than 0.75 inch
• Weight: More than 3.5 ounces but no more than 16 ounces

Flats do not have a specified aspect ratio, but they must be rectangular, defined by four right-angle corners with a radius no greater than 0.125 inches and parallel opposite sides. Interestingly, a square (with four equal sides) also qualifies as a machinable flat.

What Defines a “Parcel”?

When it comes to parcels, the classification can be more complex, as there are different categories for parcels, such as machinable, irregular, non-machinable, and lightweight parcels, among others.

A machinable parcel complies with the following criteria (in addition to the requirements for flats):

• Height: More than 12 inches but no more than 17 inches
• Length: More than 15 inches but no more than 27 inches
• Thickness: More than 0.75 inch but no more than 17 inches
• Weight: More than 16 ounces but no more than 25 pounds

Additional Factors Affecting Mail Classification

Aside from size and weight, other physical characteristics, such as material type, poly wrapping, flexibility, and uniform thickness, can influence whether a mailpiece is deemed machinable. Here’s a closer look at two important factors:

• Flexibility: A flat must pass a flexibility test, meaning it cannot be too rigid or too flimsy. To test, the mailpiece is hung from a ledge, and the amount it droops or bends is measured.
• Uniform Thickness: A machinable flat must have consistent thickness, with variations no greater than 0.25 inches, excluding the first inch from the edge of the mailpiece.

These factors help ensure that mailpieces are processed smoothly through USPS machines. If a mailpiece doesn’t meet these standards, it will fall into a higher pricing category.

Examples: How Size Affects Postage Classification

Mailpieces may fall into different categories based on size, even if they seem similar. For instance, consider the following scenarios:

• A postcard measuring 6.5 inches by 10 inches exceeds the height limit for a machinable letter, so it’s classified as a flat, which incurs higher postage.
• A postcard measuring 10 inches by 16 inches exceeds the maximum dimension for a flat, so it would be classified as a parcel.

This demonstrates how seemingly simple direct mail pieces can be categorized differently based on their physical attributes, influencing the postage cost.

Why USPS Classifications Matter

Understanding how your mailpiece is classified—whether as a letter, flat, or parcel—can save you money on postage and help avoid delays. For example, a letter may be processed much faster and at a lower cost than a flat or parcel. However, mailpieces that don’t conform to the guidelines for each category can face higher postage rates and processing challenges.

How to Ensure Your Mailpiece Meets USPS Standards

To ensure your direct mail meets USPS standards and qualifies for the lowest postage rates, follow these steps:

1. Measure Dimensions Carefully: Verify that the height, length, and thickness of your mailpiece are within the USPS guidelines for its category.
2. Consider Material and Flexibility: Ensure that your mailpiece has the proper flexibility to pass USPS tests and uniform thickness for efficient processing.
3. Use USPS Resources: The Domestic Mail Manual (DMM) provides detailed guidelines on all mail classifications. While it’s a lengthy document, it’s an essential resource for understanding postal requirements. You can find the DMM and additional resources like quick service guides and pricing sheets at USPS’s Postal Explorer website or through their Postal Pro search engine.

Conclusion

Letters, flats, and parcels aren’t just casual labels—they represent distinct categories with specific size, weight, and material requirements defined by USPS. Understanding these categories can help you save on postage costs and avoid unexpected fees. Whether you’re designing a direct mail campaign or preparing a one-time mailing, knowing the differences between these classifications is key to streamlining the process.

If you need assistance designing mailpieces for commercial use or planning a direct mail campaign, contact Phillips Printing’s mailing department at 888-ask-phil or reach out to us directly.

Essential Tips for Effective Direct Mail Campaigns

The holiday season is here, and with it comes the hustle and bustle of marketers striving to capture their share of holiday spending and charitable giving. While shoppers fill their carts and Santa’s elves fulfill last-minute requests, marketers are gearing up for their best direct mail appeals. But how can you ensure your direct mail campaign succeeds?

Just like Santa double-checking his list for accurate addresses, direct mail marketers must ensure their lists are accurate and well-targeted. There are three key factors that make a direct mail piece effective—and one is more important than the others.

1. The Importance of Design:

While many believe a bold or eye-catching design is the most important element, it’s actually the least important. A full-color image or impactful graphic might grab attention, but it’s not the deciding factor for success. For instance, a picture of a joyful man performing a handstand on a new lawn mower is more likely to engage the audience than a plain postcard reading, “New lawn mowers now available.” Visual appeal is crucial, but the real driver of success lies elsewhere.

2. The Power of the Message:

A strong message is key to motivating action. However, it’s not enough to simply craft an interesting message—it must also be relevant to the recipient. For example, a 20-year-old woman is unlikely to engage with an offer for hearing aids, and similarly, an offer for a 5-year cell phone contract may not appeal to her. Relevance is critical.

3. The Crucial Role of Data:

Above all, the most important factor in direct mail success is data quality. Even the best design or most compelling offer won’t make a difference if it doesn’t reach the right person. For instance, the 20-year-old receiving hearing aid offers is a data issue. She should never have been on the list in the first place unless there’s a clear reason, like influencing an elderly family member. Here are several common issues that can compromise your data and ultimately hurt your marketing efforts.

Common Data Issues in Direct Mail Campaigns

Unregulated Data Entry:

If your team is entering data manually, proper training and restrictions are essential to avoid errors. Whether data is entered through sales transactions or managed by a support team, it’s important to maintain consistent, quality entries. Common errors include misentered addresses or awkward names like “John (deceased) Smith” or “Jane (rude on the phone) Johnson.” These mistakes can significantly affect your direct mail outcomes.

To improve data quality, implement automated controls. These can include required address fields or ensuring phone numbers contain ten digits with proper formatting. Regular data reviews are also crucial—catching errors in a 2,000-entry list is far easier than in a 20,000-entry one.

Lack of List Qualification:

When purchasing a mailing list, it’s important to filter it using specific qualifiers such as age, income, or home value. With the right criteria, you can target the most relevant prospects. For example, a newly married woman might soon be in the market for health insurance, while a woman who changed her last name may be planning for a child.

Thinking creatively about how to qualify prospects can make all the difference. For instance, targeting a 20-year-old for hearing aids could be avoided by applying basic filters, like age. List qualification can also reduce wasted spending on irrelevant recipients and increase your response rate.

Lack of Processing or Maintenance:

Once your list is purchased, it’s crucial to process it correctly to avoid costly mistakes. A mail service provider can run your list through CASS (Coding Accuracy Support System) and NCOA (National Change of Address) checks. These processes ensure addresses are correct and up-to-date with current postal records.

• CASS verifies that addresses are valid and deliverable.
• NCOA updates addresses based on recent address changes submitted by residents.

Without CASS and NCOA checks, your mail is more likely to be undeliverable, wasting both time and money. Providers will often return results that include updated addresses or undeliverable records. It’s essential to update your database with this new information to prevent recurring issues.

Regular maintenance of your database is key. The more automated functions you can incorporate into your system, the less time it will take to keep the data clean, reducing the chance of mistakes in future campaigns.

Conclusion

For your direct mail campaign to succeed, quality data is crucial. It doesn’t matter how great your design is or how compelling your offer might be if the right people aren’t receiving it. By ensuring data entry is accurate, lists are properly qualified, and addresses are up-to-date, you can maximize your chances of reaching the right audience and increasing your response rate.

Make sure to double-check your list—just like Santa does—before sending out your next direct mail campaign.

Imagine mowing your lawn when your mower suddenly breaks down. A cloud of smoke billows out, leaving you with a useless paperweight. Now, you’re stuck with an uneven lawn that looks like alien crop circles. You need your neighbor’s help. How should you approach them?

Two Ways to Ask for Help

There are two ways you could ask your neighbor for help:

1. “Hi, neighbor, my lawn mower broke, can I borrow yours?”
2. “Hi, Bob, my lawn mower broke, can I borrow yours?”

The only difference between these two is one is personal, and the other is generic. By addressing your neighbor by name, you’re building a connection. This simple act helps foster trust, making them more likely to help you. Personalization strengthens relationships, both in personal interactions and in marketing.

The Power of Personalization in Marketing

Personalization isn’t just important in casual conversations—it’s highly effective in marketing as well. When customers feel like a brand knows them, they are more likely to trust and engage. Personalization in direct mail, in particular, can create a more memorable and relevant experience for recipients. It stands out as a tangible form of marketing, which increases its effectiveness.

Why Personalization in Direct Mail Works

Research shows that personalized direct mail can increase response rates by up to 135%. This approach has proven especially successful with nonprofits. In fact, many nonprofits raise 60-80% of their revenue through personalized direct mail campaigns. Clearly, personalization works—when done right.

Going Beyond Name Personalization

Personalization doesn’t stop at simply using someone’s name. There’s a wealth of data available that can be used to tailor a message to each recipient’s specific preferences. For instance, past buying history, location, income, and even household size can be incorporated to make the message more relevant.

Furthermore, this type of personalization can go deeper, triggering entirely different messages. Whether it’s adjusting the tone of the letter or changing the graphics, personalized data can increase response rates by as much as 500%. This shows the true power of data-driven marketing.

The Importance of Accurate Data

However, personalization is only effective when the data used is accurate. If the data is wrong, it could lead to embarrassing mistakes that hurt your campaign. For example, calling your neighbor “Mrs. Burnett” instead of Bob could destroy any chance of getting their mower.

Therefore, ensuring your data is clean and up-to-date is crucial. High-quality data helps prevent errors and maximizes the impact of your marketing. Using services like CASS (Coding Accuracy Support System) and NCOA (National Change of Address) is essential for maintaining accurate customer records. It’s also vital to periodically review your database to ensure it’s error-free.

How to Create an Effective Personalized Campaign

Creating an effective personalized direct mail campaign doesn’t have to be complicated. With proper design, accurate data, and high-quality production, you can deliver an impactful message. By carefully crafting your content to be both personal and relevant, you ensure that your message resonates with your audience.

At Phillips Printing, we provide consultation, design, data services, production, and mailing for personalized direct mail campaigns. If you have any questions or need help with your next campaign, feel free to contact us. We’re here to assist you in making your marketing efforts more effective.