1. MAILPIECE CONCEPT,COPY & DESIGN
Carmelo Marcano
USPS
&
James Foster
William Charles Printing Co.
The object of this presentation is cover the various ways that a direct mail campaign is designed

2. LET’S LOOK AT SOME BASICS
Obviously we know that we want to do a mailing
Purpose of Mailing
Get the customers attention
Budget Considerations
Production of the mailing
Handling the followup

3. IMPORTANT POSTAL TRIVIA
USED TO DETERMINE CLASS OF MAIL WE INTEND TO USE
THERE IS NO POSTCARD RATE FOR STANDARD MAIL
THERE IS A POSTCARD RATE FOR FIRST CLASS MAIL
STANDARD REQUIRES 200 PC MIN
FIRST CLASS REQUIRES 500 PC MIN
THERE IS NO DISCOUNT FOR SPECIFIC DROPS FOR FIRST CLASS MAIL
BUSINESS REPLY MAIL CAN BE VERY EXPENSIVE

4. POSTAGE COSTS MAY DRIVE DESIGN DECISION
MAILPIECE DESIGN
POSTAGE COSTS MAY DRIVE DESIGN DECISION
VARIOUS TYPES OF MAILPIECES
REGULAR SIZE POSTCARDS
OVERSIZE POSTCARDS
ENVELOPES WITH ONE OR MANY INSERTS
PERSONALIZED LETTERS / OFFERS
BUSINESS REPLY
SELF MAILERS
TRI-FOLDED
DOUBLE FOLDED

5. THE OFFER!
Set the “HOOK” - something to catch the eye - the reason to read
Keep it Simple - lot’s of white space
Keep print fairly large - NO SMALL PRINT
Tracking Programs - have way to track responses

6. CREATIVE GUIDELINES COMMUNICATE in your customer’s language
Keep copy simple
Include key information(cost, promotional timing, locations, etc.)
Graphics easy to read
Strategic use of color
Consistency across campaign - DO NOT CONFUSE
TEST THE CREATIVE ELEMENTS

7. IF MAILING IS ULTIMATELY TO A LARGE DATABASE
MAILPIECE TESTING
IF MAILING IS ULTIMATELY TO A LARGE DATABASE
CONSIDER A FEW SMALLER MAILINGS
USING A TEST MAILPIECE FOR EACH
TRACK RESULTS FROM EACH TEST
EMPLOY RESULTS FOR ULTIMATE MAILING

8. DETERMINE IF MAILING IS ECONOMICALLY FEASIBLE
QUESTIONS TO ASK:
WHAT IS THE BUDGET ?
DOES IT ACCOUNT FOR EVERYTHING ?
HOW MANY PIECES DO WE NEED TO MAIL?
WHAT ARE THE COSTS INVOLVED FOR ABOVE QTY:
DESIGN, LAYOUT, COMPOSITION
PRINTING *
DATABASE
COMPUTER WORK
LETTERSHOP
POSTAGE *
* MOST COSTLY OF ANY MAILING

9. ORIENTATION IF LETTER OR ENVELOPE :
REGULAR #10 BUSINESS ENVELOPE THE BEST
IF POSTCARD - STANDARD SIZE FOR 1ST CLASS
- OVERSIZE FOR STANDARD-
IF SELF-MAILER
ALWAYS TRY TO HAVE FOLD ON BOTTOM
BE SURE TO CHECK ASPECT RATIO
SEE TEMPLATE

10. NOTE: THERE IS NO POSTCARD RATE FOR STANDARD MAIL
MAILPIECE SIZING
POSTCARD
NOTE: THERE IS NO POSTCARD RATE FOR STANDARD MAIL
MAXIMUM FOR FIRST CLASS MAIL :
4 1/4” X 6”
MINIMUM FOR FIRST CLASS:
3 1/2” X 5”

11. MACHINABILITY STANDARDS
POSTCARD DIMENSIONS
5” MAX
OVERSIZE CARDS
THICKNESS .009 MIN
3 1/2” MIN
4 1/4” MAX
THICK
6” MAX

12. MACHINABILITY STANDARDS
11 1/2” IN MAX
6 1/8” MAX
3 1/2” MIN
5” MIN
THICKNESS ” - 1/4”
OVER 4.25 X 6.0 MUST BE .009 MIN

13. ENVELOPES
ENVELOPE QUALITY IS DIRECTLY RELATED TO PERFORMANCE OF THE FINISHING EQUIPMENT
WHAT TO MEASURE
OUTSIDE SIZE
FLAP DEPTH
CLEARANCES
WINDOW LOCATION
GLASSINE QUALITY
SEAM STRENGTH
SHELF LIFE
GLUE STRENGTH
CONFORMITY TO USPS

14. EITHER TRI FOLDED OR HALF FOLDED AND AUTOMATION COMPATIBLE
SELF - MAILERS
EITHER TRI FOLDED OR HALF FOLDED AND AUTOMATION COMPATIBLE
MUST BE TABBED

15. MACHINABILITY STANDARDS
ONE TAB FOR SINGLE SHEET

16. MACHINABILITY STANDARDS
TWO TABS FOR MULTI- SHEETS

17. MACHINABILITY STANDARDS
TWO TABS - PERIOD

18. MACHINABILITY STANDARDS
THREE TABS NECESSARY

19. DETERMINED BY LENGTH OF MAILPIECE DIVIDED BY HEIGHT
ASPECT RATIO
DETERMINED BY LENGTH OF MAILPIECE DIVIDED BY HEIGHT
MUST FALL BETWEEN 1.3 AND 2.5
THIS IS USED FOR ALL CLASSES OF MAIL

20. WEIGHT OF MAILPIECE FOR FIRST CLASS - MAXIMUM BEFORE SURCHARGE 1.0 OZ
IF 1.1 OZ - CHARGED FOR 2.0 OZ
FOR STANDARD - MAXIMUM BEFORE SURCHARGE
3.3 OZ
IF 3.4 OZ - CHARGED ON PER PIECE + WEIGHT

21. THICKNESS OF MAILPIECE
FOR STANDARD AND FIRST CLASS MAIL
1/4” MAXIMUM THICKNESS

22. 1 = one color (usually black)
Use of Colors
1 = one color (usually black)
4 = full color
/ = side 1 vs side 2
1/0 = one color one side – nothing on 2nd side
1/1 = one color both sides
4/0 = full color one side – nothing on 2nd side
4/1 = one color one side – full color 2nd side
4/4 = full color both sides
This is self explanatory

23. Printer’s Language : Colors CMYK – Cyan, Magenta, Yellow, Black –
This is the ink mixture that is used for offset and digital printing
RGB – Red, Green and Black – what we see on the Computer Screen
Colors and terms
CMYK – Cyan, Magenta, Yellow, Black – these are the colors that make all colors up on an OFFSET press
RGB – Red Green Black – colors we see on the computer screen
RGB colors will NOT BE THE SAME as CMYK – as you are viewing on different vehicles
When using a designing program – be sure to set the colors for transfer
If you give a RGB proof to an OFFSET printer – the colors will most likely NOT MATCH

24. Printer’s Language Con’t
PANTONE – (PMS Colors) – specific color code numbers that correlate to a special ink mixture NOT CMYK. Pantone mixtures are listed in a PANTONE COLOR FORMULA GUIDE – can only be used in Offset Printing only
Color jobs that include pantone colors could be more expensive due to more passes through the printer – especially when CMYK and PANTONE Colors are included in the
same job.
Some companies have there own colors – these were most likely done in a PMS color and usually given to them by a designer
PMS colors are PANTONE and are made up of a specific color mixture
These colors are shown in a chart and that chart make show you what the PMS color looks like compared to an RGB or a CMYK
Even though the code may be the same – the colors will not match
You can PMS colors on offset only – if you want to use a PMS color on a Digital Press – they will not me the same
Also PANTONE colors may require multiple passes through the press – thereby costing more

25. Printer’s Language Con’t
CMYK vs PANTONE
CMYK mixture is different from PANTONE Mixture
When selecting a color – be sure what printing process you are going to use
Trying to EXACT match CMYK to PANTONE is extremely difficult – shades appear to be slightly different
As per previous slide
This is self explanatory

26. Printer’s Language Con’t
Bleed
Paper Stock
Card Stock
Coated / Uncoated
Glossy or Matte
Bleed – color goes out to sides of printed matter
Paper Stock – described in weights
suggest that you find a piece of stick that you want to use and have the printer
match it
Card Stock - described in weights
Coated /Uncoated
Describe Coated Sides
Matte Finish
Varnish , UV , Aqueous

27. DIGITAL PRINTING vs. OFFSET PRINTING
Two entirely different processes

28. Cost – there is a breakeven point based on quantity
When to use which one:
Cost – there is a breakeven point based on quantity
Quantity – Drives Pricing
What is going to happen to the printed piece next
Mail Merge
Postcard Shells
Test Mailings – Constant and Variable Data
Digital Printing is usually used when the quantity is lower than 10,000
Offset is used when the quantity is higher than 10,000 –
Digital Costs are based on CLICKS, size of paper can be a consideration
Offset pricing is based on quantity, ink usage, passes, paper and plate costs
Quantity drive pricing – specifically in OFFSET – some prices are fixed – plates – so cost is spread out over the quantity -
Consider what you intend to do with the mailpiece –
IE Mail merge cannot be done on an offset press
May want to print a higher quantity shells and present to a digital printer to be custom printed
May want to do lower quantity test pieces first on a Digital and then run large quantity on Offset

29. TIMELINE CONSIDERATIONS
DATE OF EVENT
TIME REQUIRED :
TO DESIGN
SECURE DATABASE
PRINT
ASSEMBLE
MAIL DELIVERY ( TIME OF MONTH, YEAR)
INVENTORY / FULFILL / PERSONNEL
TRACK
Larges problem is NOT TAKING INTO CONSIDERATIONS
TIMELINES
Need to consider time involved from conception to induction
I suggest FOUR weeks

30. WORK BACKWARDS FROM THAT DATE
CONSIDER DATE OF EVENT
WORK BACKWARDS FROM THAT DATE

31. THE TWO MOST EXPENSIVE PART OF ANY MAILING CAMPAIGN ARE:
VERY IMPORTANT
THE TWO MOST EXPENSIVE PART OF ANY MAILING CAMPAIGN ARE:
POSTAGE
PRINTING
Self Explanatory
Explain the ROI
BE SURE TO SCRUTINIZE THE PRINTER - THE SUCCESS (ROI) OF THE CAMPAIGN DEPENDS ON IT

32. Review questions Question 1
 Four Color Processing is the same on Digital and Offset printing applications. T or F
Question 2
C1S stock is “Coated” on one side only. T or F
Question 3
I can save even more in postage by using the postcard rate for standard mail
Answer = F
Answer = T
Answer = F

33. The LI PCC would like to thank today’s session sponsor
Thank you
Bi-County Mailing

34. Questions ??? 34