More Direct Mail Questions Answered

　　The Direct Mail Dynamics Webinar PaperSpecs presented in May garnered unprecedented registration and attendance numbers, so it should come as no surprise that our speaker Trish Witkowski of foldfactory.com, simply could not get to all the excellent questions posted during the session. She was gracious enough to answer them for us here.

　　Trish told us she had a blast doing the Webinar and also wanted to extend special thanks to Don Stuhler, her favorite mailpiece design analyst (MDA) from Rochester, New York, for helping out with the tough queries. If you missed Direct Mail Dynamics, a recording of the session is available at the Past Webinars page. This Webinar was free to the public thanks to the generous support of Neenah Paper.

　　Are clear/translucent envelopes machinable?

　　Translucent envelopes (often referred to as vellum) and clear envelopes that are plastic or poly based are considered non-machinable when used for letters (translation: you will receive the non-machinable letter surcharge). Translucent envelopes that are paper based may be automation compatible if the address/barcode does not smear. I spoke with Don on this one, and he said that overall this is a difficult issue and that they have to test them sometimes to be sure.

　　Is there a minimum quantity for Presort?

　　Yes. Presort Standard is 200 minimum or 50 pounds. First Class presort is 500 pieces minimum.

　　Please repeat what MDA stands for and how to find one.

　　MDA stands for Mailpiece Design Analyst, and MDAs are specially trained USPS employees who are available to answer questions regarding mailpiece design. Click here to find your area MDA.

　　One good viewer tip was to be sure to allow time to consult, and to maybe even send samples to the MDA in advance of your mailing. Someone also mentioned that MDAs can be tough to get a hold of due to demand, but that you can also get the information from a fulfillment house.

　　Are pre-made templates available anywhere for creating wrapped accordion fold, gates with short folds etc.?

　　I am unaware of any pre-made template services that address the folding styles you mention besides my own dynamic template-building service at foldfactory.com. You can build wrapped accordions, roll folds, gates, triple parallels – 85 folding styles in all. Click here to learn more.

　　There are many sites that offer static templates primarily for tri-folds and 4-pagers, and sometimes for gates, accordions or double parallels – search “brochure, flyer and newsletter templates” to see those.

　　What is the USPS template called that you keep referring to?

　　The template is a Letter-Size Mail Dimensional Standards Template, available through the USPS. You should be able to get one at your post office.

　　Do you know how direct mail marketing compares to e-mail marketing?
I was unable to find a reputable study that addressed this exact issue; however, I did find a fairly neutral article that discusses the pros and cons of both. I think it’s hard to weigh them evenly, because there are so many variables that could make one come out ahead of the other — quality of e-mail/mailing lists, effectiveness of the design and delivery of the message or “call to action,” the relevance and attractiveness of the offer to the intended target, time of delivery, etc. In my opinion, with either marketing method, you can get results (or totally tank, for that matter) – combine them and you can really increase response rate. One e-mail marketing company that I am particularly fond of is Emma.

　　Will the FOLDRite Template Master plug-in work with CS5?

　　Thanks for asking. We are working on the CS5 upgrade, and we hope to release it late this summer. The current version works with CS3 and CS4.

　　When is using variable data in design too “cheesy”?

　　This one is subjective, but I’ll take a stab at it. The best VDP is when the elements are varied and the variability isn’t obvious. So, in my opinion, where it turns a corner into Cheese-land is when the “wow” factor is supposed to be that your name is on the piece. You know? I guess in some cases, some VDP can be better than no personalization, but I think it comes down to how it’s treated typographically, and whether the imagery is relevant. Trust your gut. If it feels cheesy to you, it probably is.

　　(PS: Also check out Sabine Lenz’ April interview with Christine Erna where they discuss what makes for an enticing direct mail offer.)

　　Should printing be done as 4-color? Laser? Digital press?

　　This one varies. Some pieces are printed 4-color and inkjetted after that. More elaborate variable data is printed digitally and then possibly inkjetted. It varies by project and amount of varied content.

　　Do you know if the Canadian Postal Service has the same postal regulations (size, etc.)?

　　Canada Post uses the same letter-size dimensions for maximum size envelopes at 5.125 x 11.5. Its postcard minimum is at 3.5 x 5.5 and maxes out at 4.25 x 6. Canada has different specs for flats and parcels. The oversized cards may not exceed 4.75 x 9.25, and cards exceeding this must be in an envelope.

　　Can you still send bottles or round objects through the mail? What added costs would occur with them?

　　Odd-shaped mailers (i.e. bottles, tubes, rolls etc.) are considered irregular parcels and are acceptable in the US Mail provided they do not break during processing and cause harm to a postal employee or equipment. Price is variable, based on the item. Check with your MDA or fulfillment house.

　　What are the titles of Trish’s books, and where can I get them?

　　Well, of course I’ll answer this one! Haha! I have written three books on folding: A Field Guide to Folding, FOLD: The Professional’s Guide to Folding, and a curriculum supplement Folding for the Graphic Arts: A Teacher’s Handbook. All are available at the foldfactory store.

　　On the Matches piece, was the postage mark, which was custom-designed to match, okay for mailing?

　　It apparently was, as the piece went through the mail and got to me. There is some flexibility with “decorative indicias;” however, see the Domestic Mail Manual for restrictions. One thing is for sure: a postal marking may not include or be part of a decorative design or advertisement. I did try to find an exact specification for it, and wasn’t able to find much regarding how much leeway there is (I doubt it’s something they want to publicize as standardization is preferred). I would always check with an MDA before printing a stylized indicia, just to be safe.

　　Can the top edge be curved as long as your aspect ratio is still in regulation?

　　This question was sparked by the umbrella example that Trish showed. When it was folded, it was not perfectly rectangular. There was a triangle missing out of the corner.

　　First, I need to clarify on this one — the umbrella piece mailed in a white rectangular envelope. I didn’t mention this due to time limitations, but it brings up a great question. Diecut pieces are only acceptable as rounded corners on cards, over-sized letter cards and flats made of a card stock. The radius must not exceed 1/8-inch. The regulation reads “all mailpieces 1/4” thick or less must be rectangular, at least 3.5” high, 5” long and 0.007” thick unless exceeding 4.25 x 6. There is a mailer called Customized Market Mail that may include a non-rectangular design, but it involves particular sorting and DDU (Destination Delivery Unit) entry and is only available for Standard Mail and Non-Profit Mail.