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HOW TO BEST EVALUATE DIFFERENT PRODUCTION TECHNIQUES FOR DIRECT MAIL

Direct mail can be one of the most effective communication techniques for organizations. Don’t squander the opportunity

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irect mail remains a popular and valuable marketing channel, especially when it’s part of a well-coordinated multi-channel campaign. Marketers have broad options when designing their direct mail pieces, and they need to make wise choices to ensure efficient production and optimal return on marketing investment (ROMI). Making the right choices in format, technology, and workflow will drive effective mail pieces that are delivered on time and on budget. CHOOSE THE BEST FORMAT FOR YOUR APPLICATION Among the direct mail formats available to marketers are enveloped letters, folded 36

JULY-AUGUST 2017 | MailingSystemsTechnology.com

self-mailers, and postcards. Enveloped letters offer the most “real estate” for delivering your message. They also offer the option to include multiple components — perhaps produced using different printing technologies — that play different roles in connecting with the recipient. The letter offers two-tofour pages to make the pitch for your product or service. This pitch can, and should, be as personalized as possible so it resonates with each recipient. They should feel you are speaking directly to them and that your offer is relevant to their current needs. Other components in the envelope, such as brochures, buckslips, or flyers, can be more visual with heavy color and graphics usage to highlight the product or promotional gift. Mail pieces that contain a large amount of

personally identifiable information (PII), especially financial or insurance offers, should use enveloped letters to better protect the PII they contain from prying eyes. Folded self-mailers save the cost of producing multiple components, but they have design considerations of their own to remain cost-effective. The more complex the fold pattern, the higher the cost to manufacture a self-mailer. It’s also important to be sure your self-mailer design meets USPS automation requirements. In general, the final fold of the piece must be below or to the right of the address, and the piece must be sealed with glue or tabs in a pattern that meets USPS specifications. In addition, the maximum size of a letter-sized folded self-mailer is slightly smaller than for an en-

Mailing Systems Technology July/August 2017  

Mailing Systems Technology July/August 2017

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