A full understanding of direct mail can be daunting, knowing some basic guidelines will help you with the design. Reducing your mailing costs leads to a more profitable marketing campaign. To reduce your mailing costs you should improve data accuracy, eliminate duplicate customer information and take advantage of available postal discounts. This is why we suggest working closely with Pinpoint Promotions & Printing's direct mail experts, to make sure you are in compliance with all postal regulations and eliminate costly mistakes.
Standard Mail Regulations:
Standard rate mail is applicable any time you have more than 200 pieces to send that are the same in size and content, and for any piece that weighs less than one pound. If the piece weighs more than one pound, it is considered package mail with a separate set of rules. By following USPS rules that assure mail automation, you will save on mailing costs.
The mailing cost is based on the amount of pieces per zip code, size and weight of each piece. All mail must be the same size, weight and content. In order to qualify for the lowest automated postage rate, the piece must be rectangular and fall within an “aspect ratio” of length divided by the height equaling between 1.3 and 2.5. The address must run across the longest length of the mail piece. A perfectly square envelope is an example of a piece that falls out of aspect ratio and will cost more to mail.
There are four types of standard mail, all with distinct regulations:
Cards: To qualify for first-class rate, Business Reply Cards must be at least 3-1/2” x 5”, but no larger than 4-1/4” x 6”, with a minimum .007” thickness. If larger, a card can still be sent as a Business Reply Card, but it will cost more and must be at least .009” thick. The card category for standard mail is only applicable to first-class mail as there is no rate for third-class.
Letters: Letter sized mail is the most economical standard mail category, with a minimum size of 3-1/2” x 5” and a maximum size of 6-1/8” x 11-1/2”. The thickness must be at least .007” and no more than .25”. Weight maximum is 3.3 ounces.
Flats: Includes any piece exceeding 6-1/8” x 11-1/2” in either width or height. Width of flat mail must fall between 11.5” and 15” and height must fall between 6-1/8” and 12”. Thickness measurements must fall between .25” to .75”. Weight is anything under 15.9 ounces, or the category changes to a package service.
Irregulars and machine compatible parcels: Any piece that does not fall into a card, letter or flat category will mail as either one or the other, depending on size and weight.
*A note about folded panels: If you design a piece with a folded edge, the folded edge should be under the address area with the open edge at the top for acceptance by USPS scanners.
Have a question? Talk to us. Let our experienced Direct Mail Consultants help you to ensure your direct mail piece meets all the necessary guidelines. Call us at 1.866.9.PINPOINT.
