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1 PRINTERS GUIDE TO FOLDED SELF-MAILERS & BOOKLETS National Postal Forum April 13, 2010
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2 Agenda Value of Direct Mail Letter Mail Automation Environment Letter-size Booklets Additional Letter Booklet Formats Folded Self-Mailers Study
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3 Value of Direct Mail Personal and Relevant Provides engagement with customers Allows for a one to one moment with your customers Targetable Reach specific target audience Measureable and cost effective Creative Compliments all media channels Web, Radio, TV
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4 Market Trends Mailpiece designs continue to evolve More emerging creativity in the marketplace Mailing standards do not account for these designs
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5 Letter Automation High speed automation equipment processes letter mail at a rate of 10 pieces per second! Standardization improves automation efficiency!
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6 Envelope vs. Non-Envelope Letters Letter-size Booklets and Folded Self-Mailers do not process like enveloped letters: Potential for more damage Impact to effective processing Impact to response rate Higher jam rates Potential for damage to other mailpieces Lowers automation productivity Solutions? Goal - solutions beneficial to USPS and mailers
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7 Letter Booklet Study Comprehensive testing and analysis with industry Result - revised standards effective Sep 08, 2009 Reference: More information can be found in DMM 201.3.15 http://pe.usps.com/text/dmm300/201.htm#wp1042622
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8 What is a Booklet DMM 201.3.15.1 Booklets must have a bound edge. Sheets that are fastened with at least two staples in the manufacturing fold (saddle stitched), perfect bound, pressed- glued, or joined together by another binding method that produces an end where pages are attached together are considered booklets. Booklets are open on three sides before sealing, similar in design to a book. In general, booklets must be uniformly thick…
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9 Additional Booklet Designs Continuing to create more mailing options New booklet designs since revised rules were published, include: Wallet Style Simple spine continuous glue line closure Oblong
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10 Additional Booklet Designs Primary attributes driving change of the new designs: Dimensional size of piece Allowance for more length Cover weight Allowance for lower cover paper basis weight Closure method Various methods allowed - based on weight of mailpiece Let’s take a look at the new designs…..
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11 Additional Booklet Designs 4” Height; 5.2” – 8” Length Weight up to 2oz with 1.5” Non-Perf Tabs Weight between 2 to 2.5oz with 2” Non-Perf Tabs Wallet Style
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12 Additional Booklet Designs Less than.8oz - No tab required Cover to Cover Internal FlapExternal Flap Simple Spine – Continuous glue line
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13 Additional Booklet Designs Weight between.8oz – 1.6oz Requires one lead edge 1.5” Non-Perf Tab Cover to Cover Internal FlapExternal Flap Simple Spine – Continuous glue line
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14 Additional Booklet Designs Weight between 1.6oz – 3oz Requires two lead edge 1.5” Non-Perf Tabs Cover to Cover Internal FlapExternal Flap Simple Spine – Continuous glue line
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15 Additional Booklet Designs Continuous glue line closure on trail instead of tab Oblong
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16 What Now? Folded Self-Mailers
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17 Folded Self-Mailer Study Objective of Proposed Mailing Standards Changes: Identify incremental opportunities for improvement Seek the greatest efficiency gains with the least impact to the mailing industry Clearly define the characteristics required for automation and machinable letter prices Preserve creative mailpiece design options Incorporate standards for creative exterior elements that have and continue to emerge
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18 Folded Self-Mailer Study Building off prior success from booklet study Partnered with industry Mailer supplied test material, samples included: what mailers currently produce what mailers would like to produce
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19 Folded Self-Mailer Study Categorized samples based on basics of design style Determine (4) primary characteristics of categories: Traditional self-mailer; single sheet of paper folded Nested sheets (layers) folded either vertically or horizontally Self-mailers with internal attachments Self-mailers with inserts/enclosures Analyze data to determine standards Primary correlations Cover weight, closure method, dimensional size of piece
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20 Folded Self-Mailer Study What’s next: Brief Folded Self-Mailer study participants Publish a Federal Register proposal Publish a Federal Register final rule Implement revised standards More to come…
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21 QUESTIONS?
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