Impact Your Bottom Line
The timing of these events is critical to gain and maintain any significant marketplace awareness. In-home dates are becoming a key milepost in direct mail campaigns. To allow for the coordination of other elements in their promotional campaigns, mailers must evaluate their suppliers to ensure in-home dates can be met while keeping postal costs to an absolute minimum.
While the actual printing costs are, and will remain, a factor in the selection of vendors, more mailers are moving toward the realization that a critical factor for evaluation is the complete cost of the delivered piece.
By selecting a partner who can help assess these costs at the forefront, direct marketers can achieve a great deal of savings in their a campaigns.
Ted Gaillard is senior vice president of sales, Vertis Direct Marketing Services. Vertis is a Baltimore-based global integrated marketing and advertising solutions company that combines advertising, direct marketing, media imaging and progressive technology. Gaillard can be reached at (704) 892-7316 or firstname.lastname@example.org. To learn more about Vertis, visit www.vertisinc.com.
How Big Can it Be?
The U.S. Postal Service maintains standards for the size and shape of mailings, and charges postal fees based on how much handling the mail requires for processing. This chart outlines the boundaries for the three most popular types of direct mail: cards, letters and flats.
To qualify for First-Class mail rates, your postcard must be:
• At least 31/2˝ high x 5˝ long x .007˝ thick.
• No more than 41⁄4˝ high x 6˝ long x .016˝ thick.
• Cards larger than 61⁄8˝ high x 111⁄2˝ long x 1⁄4˝ thick are charged at the flat (non-letter) postage rate.
Letter-size mail makes up the largest percentage of direct mail. Regardless of whether you send your letter-size mailing First Class or Standard, it must fit the following dimension requirements: