Direct mail is staging a comeback! Instead of concentrating solely on saturated channels such as email and social media, marketers are once again embracing mail’s superior open and conversion rates. To produce the best results requires both creative designs and compliance with postal mail best practices. Designers who have spent little time with direct mail may need to get up to speed on the details that make a direct mail campaign successful.
The volume and complexity of the US Postal Service’s Domestic Mail Manual can be overwhelming, but creative people need to focus on only a few important areas to ensure their designs flow smoothly through the mail. Design missteps that affect mailability can be expensive. Errors discovered at production time increase costs and put deadlines in jeopardy. A bit of knowledge is all it takes to prevent last-minute disasters and get maximum value from direct mail campaigns.
Print service providers don’t always mail what they produce for their clients, but when they do, they must be clear about the rules and regulations administered by the US Postal Service. Generating mailings (or even designing mailings) without considering the mailing requirements can blow the client’s budget, cause delivery delays, or depress campaign results. In severe cases the postal service might even reject the mail. Help clients get the most from their investments in printed and mailed communications and generate worry-free mail by being informed about mailing requirements.