Why Can’t I Mail It? – Booklets

As you know from Part One of “Why Can’t I Mail It?” with postcards and Part Two with self-mailers, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign. Now let’s look at Booklets:

As you know from Part One of “Why Can’t I Mail It?” with postcards and Part Two with self-mailers, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign.

Now let’s look at Booklets:

  1. Booklet sizes are between 3.5 x 5 to 6 x 10.5. A booklet consists of multiple sheets or pages that are bound by saddle‐stitching, perfect binding, pressed glue or other binding method that creates a nearly uniformly thick mail piece. You also have the option of creating a top flap to fold over onto the opposite side of the mail panel so you can seal it with fugitive glue instead of tab.
    This category way created in 2009 and was driven by the USPS to curb the marketing industries use of smaller catalogs since flat-size catalogs were so much more expensive.
  2. Paper stock must be a minimum weight for the cover of between 40lb to 80lb book depending on the design.
    The USPS found that thinner stock on the covers tore off, and then they were not deliverable because the address is on the cover.
  3. Keep your aspect ratio between 1.3 and 2.5. In order to calculate the aspect ratio, you start by looking at the mail panel, then take the length of the booklet and divide it by the height.
    The USPS says that when pieces are too narrow the machines cannot feed them.
  4. There are two options for addressing a Booklet.
    Barcode in the address block
    : 4×2 clear area, no varnish, UV coating, text, or images for the address block. The block needs to be a minimum 0.5 inches from the right edge and 0.625 inches from bottom edge. The block can be no higher from the bottom of the mailer than 3.5 inches. Lastly, the address must remain at a minimum distance from graphics or text of 0.125 inches.
    Barcode clear zone addressing
    : The barcode clear zone is the bottom 5/8 of the postcard and must be free of all color, text and images. Next the address block must be a minimum 0.5 inches from the right edge and minimum of 0.625 inches from bottom edge. The block can be no higher from the bottom of the mailer than 3.5 inches. Lastly, the address must remain at a minimum distance from graphics or text of 0.125 inches.
    As you know from part one and two, these requirements are meant to keep the address in the OCR (Optical Character Reader) read area of the postal equipment. Honestly, the current equipment has more read area than this, but getting the post office to change rules is like pulling teeth!
  5. Binding requirements allow for two locations on the binding. You may either bind to the right of the mail panel or to the left of the mail panel. This is so that the machines feed the booklets with the least amount of jamming.
  6. Tabbing or Fugitive Glue:
    3 tabs are required
    with a minimum 1 ½ inch diameter and they may not be perforated. If binding is below mail panel, then two tabs are required to the right of the mail panel and 1 tab to the left. If the binding is to the right of the mail panel, then two tabs are required above the mail panel and one tab to the left.
    These are very large tabs—they need to be to hold the booklets closed—but be aware of the size when designing so they do not distract from your overall message.

    For Fugitive glue:
    Continuous glue line along flap or 1-inch glue spots within ¾ inch of right and left edges.
    The fugitive glue on the flap does look much nicer and is easier to open.
  7. Poly bag/envelope: If you use a poly bag or envelope, your mail will have to go at flat postage rates. You cannot use them with booklet letter size mail.
    The USPS tells us that they will not feed through the machines. So, we will have to use them only for flat size mail.

Your best bet is to design your booklet and then send a pdf to your direct mail provider, to have them find any problems with the design. They can help to make sure you are automation-compliant and save on postage.

As you are going through the process, do not let it stop your creativity. It is the unique and creative pieces that get recipients’ attention and increase your ROI. Do not let these regulations limit your design. There are plenty of ways to create self-mailers that standout and get attention! Contact your mail provider for samples and suggestions.

Why Can’t I Mail It? – Self-Mailers

As you know from part one of “Why Can’t I Mail It?” with postcards, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign. Now let’s look at Self-Mailers

As you know from part one of “Why Can’t I Mail It?” with postcards, there are many times that a design element causes a mailing to go at a higher rate of postage. This can be frustrating as well as expensive. In order to help you stay away from potential issues, here are some things to keep in mind as you are preparing a direct mail campaign.

Now let’s look at Self-Mailers:

  1. Self-Mailer size is 3.5 x 5 to 6 x 10.5, anything larger is not mailable in this category. A self-mailer is a single or multiple unbound sheets of paper that are folded together and sealed to form a letter-size mail piece.
    The USPS created this category in Jan. 2013 to stop jamming and tearing of mail pieces. To us it has been a pain to redesign sizing and folding. Why not just slow the machine down a little? But, alas, that is not the case.
  2. Paper stock must be a minimum of 70lb, as long as the weight is under an ounce. If the weight goes over 1 ounce, the minimum is 80lb. Anything less will need to go in an envelope.
    Our main issue with this one is how the heck will the postal clerks know what kind of paper stock was used? Are they really going to measure them all? We get it that thin equals floppy and floppy equals bad for machines, but it could have been addressed with a thickness of 0.009 or something along the usual guidelines.
  3. Keep your aspect ratio between 1.3 and 2.5. In order to calculate the aspect ratio, you start by looking at the mail panel, then take the length of the self-mailer and divide it by the height.
    We are told that the reason for this rule is machine compatibility, when the mailer is short and long it does not run through the equipment correctly, causing jams and again torn mailers. We don’t want that!
  4. There are two options for addressing a self-mailer.
    • Barcode in the address block: A 4 x 2 clear area, no varnish, UV coating, text or images for the address block. The block needs to be a minimum 0.5 inches from the right edge and 0.625 inches from bottom edge. The block can be no higher from the bottom of the mailer than 3.5 inches. Lastly the address must remain at a minimum distance from graphics or text of 0.125 inches.
    • Barcode clear zone addressing: The barcode clear zone is the bottom 5/8 of the postcard and must be free of all color, text and images. Next the address block must be a minimum 0.5 inches from the right edge and minimum of 0.625 inches from bottom edge. The block can be no higher from the bottom of the mailer than 3.5 inches. Lastly the address must remain at a minimum distance from graphics or text of 0.125 inches.
      These requirements are meant to keep the address in the OCR (Optical Character Reader) read area of the postal equipment. Honestly, the current equipment has more read area than this, but getting the post office to change rules in our favor does not happen!
  5. There are two kinds of folds: horizontal and vertical:
    • Horizontal folds: The final fold is below the mail panel. This can be an 8.5 x 11 half folded, an 11 x 17 half folded and half folded again and so on. If you use the 11 x 17 keep in mind that the first half fold needs to be to the right of the mail panel, the second below it.
    • Vertical folds: The final fold is to the right of the mail panel. Folding requirements are very strict so make sure to adhere to them.
      This rule was created so that mailers would have a fold in the two areas that most often cause machine jamming the bottom and lead edge. These seem a little stringent, but we do want the mailers to arrive looking nice!
  6. Tabbing or fugitive glue closures are required:
    • Tabbing: Up to 1 ounce mailer needs two 1 inch tabs, mailers over 1 ounce need two 1.5 inch tabs and if you are using perforations or inserts it needs two 2 inch tabs.
    • Fugitive gluing: use a continuous glue line of 1/8 inch wide or glue spots of 3/8 inch diameter, three to four spots or elongated glue lines 1/8 inch wide, three to four lines. As an example, on a horizontal fold you will have two tabs above the mail panel or two to the right and one to the left. On a vertical fold you will have one tab above the mail panel and one to the left, or two to the left.
      This one really hurts! With all these tabs and glue, the mailers are really hard to open and in a lot of cases they tear. Not really the presentation we are looking for!
  7. Poly bag/envelope: If you use a poly bag or envelope, your mail will have to go at flat postage rates. You cannot use them with self-mailer letter size mail.
    This is not too onerous, but it would be nice to be able to use the clear envelopes to keep the mailers looking nice and still be able to see them.

Your best bet is to design your self-mailer and then send a pdf to your direct mail provider, to have them find any problems with the design. They can help to make sure you are automation compliant and save on postage. As you are going through the process, do not let it stop your creativity. It is the unique and creative pieces that get the recipients attention and increase your ROI.

Do not let these regulations limit your design. There are plenty of ways to create self-mailers that standout and get attention! Contact your mail provider for samples and suggestions.

Your Chance to Be a Part of Our Team

Are you a regular reader of eM+C Weekly? If so, please join our new eM+C Readers’ Panel.

Your feedback is what makes eM+C’s e-letters (eM+C Weekly and All About eMail), our Web site or our bimonthly print publication better than ever. Now I’m hoping you’ll help us focus in on the topics you want and need to stay informed about.

Are you a regular reader of eM+C Weekly? If so, please join our new eM+C Readers’ Panel.

Your feedback is what makes eM+C’s e-letters (eM+C Weekly and All About eMail), our Web site or our bimonthly print publication better than ever. Now I’m hoping you’ll help us focus in on the topics you want and need to stay informed about.

The panel will consist of a select group of eM+C insiders. Approximately once a month, we’ll send you a few questions to explore your ideas and opinions — and inspire some conversations, I hope — on various topics related to e-marketing and e-commerce trends, and to the properties themselves.

By taking the time to look over our questions and reply, you’ll help keep the eM+C discussions moving in the right direction — your direction. And I promise it’ll only take a couple of minutes to respond. Your answers will be kept confidential and will not be shared with any third parties.

Please let me know if you’re interested in joining our Readers’ Panel with a post here or by sending an e-mail to mcampanelli@napco.com. I really look forward to hearing from you!

Behavioral Targeting Industry Needs Further Delineation

I received an interesting press release the other day from ValueClick Media that recapped a recent behavioral targeting panel that took the stage at the Hard Rock Hotel in Chicago.

The panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom).
 

I received an interesting press release the other day from ValueClick Media that recapped a recent behavioral targeting panel that took the stage at the Hard Rock Hotel in Chicago.

The panel featured an industry analyst (David Hallerman, senior analyst, eMarketer), a behavioral targeting product expert (Joshua Koran, vice president, targeting and optimization, ValueClick, Inc.), a brand marketer (Julian Chu, Director of Acquisition Marketing, Discover) and an interactive agency executive (Sam Wehrs, Digital Activation Director, Starcom).

What I found most interesting about the release was that fact the group discussed and agreed on the need for delineation between the different approaches to behavioral targeting.

“While it is important to understand the difference between retargeting – which Hallerman referred to as “reactive” – and the more complex models, the panel agreed it is also critical to understand the differences within the more sophisticated group of behavioral targeting approaches, and Joshua Koran shared three designations: “clustering,” “custom business rules” and “predictive attributes,” the release said.

The “clustering” approach assigns each visitor to one and only one segment while the “custom business rules” approach offers marketers the ability to target visitors who have done X events in Y days, with Boolean operators of “and.” “or,” and “not.” Finally, the “predictive attributes” approach automates the assignment of interest categories based on the visitor activities that best correlate with performance; thus, the system is continuously learning to identify multiple interest attributes per visitor.

Another notable takeaway was the need for a focus on the customer experience and the corresponding importance of demonstrating value to customers when serving behaviorally targeted ads.

According to the release Julian Chu offered three questions marketers must address to make behavioral targeting a valuable experience for customers instead of merely serving the ads, which would unavoidably become customer annoyance: How are you going to do it? Where is it going to happen? What is going to happen at that time?

Presented as part of ValueClick Media’s ongoing Media Lounge education event series, this event – The Changing Behavioral Targeting Landscape – as well as the discussion itself underscored the importance of education relative to this increasingly important online advertising technique.

Food for thought!