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Chapter 4

Chapter Sections:

Designing Your Direct Mail Deciding on Design: DIY or Otherwise Finding the Right Format Selecting the Right Size Working with Mailpiece Design Analysts Tapping into the 40/40/20 Rule Getting Creative Diving into the Final Details

Designing Your Direct Mail

We’ve covered how to create mailing lists and keep your campaigns organized, so now it’s time to jump into the fun stuff: putting your actual mailpiece together.

There’s a lot to cover here, but we made sure it’s easy to follow, even a little exciting. Let’s get started with your first big design decision: whether to do it yourself.

Deciding on Design: DIY or Otherwise

You’ve got plenty of options to choose from when it comes time to design your mailpiece.

Do It Yourself

If you’d like to design the mailpiece yourself or if you’re working on a budget, we’re here to guide you every step of the way. (Even if you do decide to hire an agency, these tips will come in handy when you start working together.)

And if you don’t want to design your piece completely from scratch, you can easily find templates online to guide you, or at least inspire you.

Hire an Agency or Affiliate

If you have the budget, you can hire an advertising agency, USPS® affiliate or mail service provider (MSP) to guide you on the following points.

  • Deciding on a format, size and mail class
  • Finding the right template
  • Writing and designing your piece
  • Making sure it meets USPS requirements

Depending on your needs, you may just want someone to make you a template—or you may want them to take it all off your hands. Some agencies will even mail your pieces out for you. If you don’t have in-house graphic designers or copywriters, it probably makes sense to bring in the pros.

We’ll get into more detail on all of this in Chapter 6, but for now you can start thinking about how much—or how little—you want to do yourself.

Lesson Learned

You can DIY or hire someone else when it comes to designing your mailpiece—either way, you’ll be set for success.

Finding the Right Format

Mail can come in many formats, each with its own benefits. Let’s find one that’ll work for you.

POSTCARDS
Versatile and affordable, postcards get your message across right from the get-go, since there’s nothing to open or unseal. This makes them ideal for announcing big sales or promotions—things you want your customers to see and act on immediately.

SELF-MAILERS
Self-mailers give you more space. These simple sheets of paper are folded and sealed so they can be mailed without an envelope. They’re also affordable, easy to print and easy to assemble—talk about the whole package.

LETTERS
Letters give you even more space to tell your story—and stories are great for getting across complicated points and driving emotional decisions. Letters are also seen as professional and personal. Targeted customers respond well to long direct-mail letters.

FLATS
Flats are bigger than letter-size mailpieces and much more versatile. They can come in the form of an envelope, self-mailer, brochure or single large card. And they’re the only kind of mail that can be used with Every Door Direct Mail® (EDDM®) campaigns. Catalogs, in particular, can bring in great response rates (but they do cost more than some flats).

CUSTOMIZED MARKETMAIL® (CMM®)
This kind of mail can be more expensive, but it can also get you noticed. Think pop-up features, eye-catching inserts with die cuts, varnishes and special finishes that create texture. CMM pieces can be made of nearly any material.

42% of households read catalogs, while 29% glance through them or save them for later.[1]

Lesson Learned

Choose between postcards, CMM pieces and everything in between to get your message out to the right customers.

Selecting the Right Size

After you’ve decided on a format that fits your needs (and lets your business shine), it’s time to think about size.

This will affect how much room you have for your message and how much you pay in postage. Choosing the right size from the outset can save you time and money in the long run.

These are four of the most popular mail sizes:

FIRST-CLASS MAIL® POSTCARDS

  • Must be at least 5 inches long by 3.5 inches high by 0.007 inches thick
  • Can be no more than 6 inches long OR 4.25 inches high by 0.016 inches thick
  • Can weigh no more than 3.5 ounces
  • Must be rectangular

SELF-MAILERS

  • Must be at least 5 inches long by 3.5 inches high by 0.007 inches thick
  • Can be no more than 10.5 inches long by 6 inches high by 0.25 inches thick
  • Can have no more than 12 panels if sending folded self-mailer
  • Can weigh no more than 3 ounces if sending folded self-mailer

LETTERS & OVERSIZE POSTCARDS

  • Must be at least 5 inches long by 3.5 inches high by 0.007 inches thick
  • Can be no more than 11.5 inches long OR 6.125 inches high by 0.25 inches thick
  • Can weigh no more than 3.5 ounces
  • Must be rectangular

If you use a standard Number 10 envelope, you’ll pay the rate for a letter. But if you decide to create your own special envelope, or you design a piece to be folded to letter size, keep dimensions in mind to avoid paying extra.

FLATS

  • Must have one dimension that is greater than 11.5 inches long (or greater than 10.5 inches long for EDDM campaigns) OR 6.125 inches high OR 0.25 inches thick
  • Can be no more than 15 inches long by 12 inches high by 0.75 inches thick
  • Must have uniform thickness, with no more than a 0.25 inches difference in thickness throughout
  • Must be flexible ( see details on flexibility requirements)

The Postal Service uses the word “flat” for large envelopes, newsletters, catalogs and magazines. The biggest size flat offers a lot of space inside the envelope. But remember, weight usually affects price—the greater the weight, the higher the postage, especially when you send via First-Class Mail service.

For a closer look at USPS sizing standards, head to the Postal Explorer, and refer to Chapter 5 for more information on pricing.

Lesson Learned

The right size mailpiece is everything when it comes to cost, and we’re here to help you save wherever possible.

Working with Mailpiece Design Analysts

To find out how USPS requirements will affect your mailing, you may want to reach out to a USPS Mailpiece Design Analyst (MDA). These specially trained postal workers can give expert advice while answering any and all questions you may have—and working with them is completely free!

Take a look at Figure 4.1 to see what Mailpiece Design Analysts can do for you.

Figure 4.1

  • Review mailpieces to see if they meet USPS standards.
  • Answer any technical design questions.
  • Test mailpieces for acceptable thickness, flexibility, rigidity, color, etc.
  • Help you create your own artwork.
  • Check the readability of your mailpiece.

You can reach the USPS MDA Support Center at 855-593-6093 or mda@usps.gov.

Lesson Learned

MDAs know all of the ins and outs of direct mail design, so if you want to make sure everything goes smoothly, they should be your go-to.

Tapping into the 40/40/20 Rule

Within seconds of seeing a mailpiece, your customer’s senses are stimulated by colors, words, discounts—all the good stuff. To boost your ROI, your campaign should bring out an emotional response too. That's where the 40/40/20 rule comes in.

It breaks down like this:

40%

Audience

Appeal to your customer’s lifestyle and personalize your mailpiece so it speaks to their wants and needs. Think back to the segmented mailing lists we talked about in Chapter 3 to make sure you’re sending the right pieces to the right people.

40%

Offer

Once you’ve pinned down the customer’s wants and needs, it’s easy to decide what to offer them. Whatever you offer will play a big part in whether they want to keep exploring your business. A solid offer—whether it’s a discount or a freebie—should entice them to take action.

20%

Creative

Make sure your mailpiece design and format will excite your customers. Will they like a short-and-sweet postcard or want to read a longer letter? What kind of colors, fonts and images will they be drawn to? Every design decision should be made with your specific audience and offer in mind.

Lesson Learned

The 40/40/20 rule can ensure your mailpiece makes a big impression when it lands in your customer’s hands.

Getting Creative

It’s time to tap into your artistic side. Strong copy and design can break through the clutter and grab your customer’s attention. Following a few simple tips can make those moments last—and encourage people to act.

Let’s dive into the details:

Create Compelling Copy

What’s the key message you want to express about your company, product or service? Every business needs one or two unique points to set them apart.

Think about the customer data we covered in Chapter 2. Then think about your competitors’ strengths and weaknesses compared to your own. Sign up to receive promos from your competitors to see how they’re selling themselves, what you can offer that they can’t, and where you can gain inspiration.

Exercise

Brainstorm what makes your brand different. What will excite and engage customers? Whatever comes to mind, plot it in the notes so you can reference it again later.

Here are some key points to keep in mind when writing your mail:

Start with a Strong Headline

You only have a few seconds to convince customers to keep reading (no pressure), but a powerful headline can put you ahead of the game. Use these tips to get started.

  • Research direct-mail headline writing online. You’ll find a lot of useful examples. (You can start by searching for “direct mail headline,” “best direct mail headlines,” “direct mail headline examples” and so on.)
  • Always focus on the customer. What’s your solution to their problem?
  • Keep headlines easy to understand. Avoid puns or wordplay that could confuse customers.

Keep It Simple

Just like you, your customers are busy. If they have to work to figure out what you’re trying to say, even for a second, they’ll stop reading. Read your text out loud. If it doesn’t sound clear, rewrite it. See if someone else understands it.

Write the Way People Talk

Imagine you and your customer are having a friendly chat. Refer to your customer as “you,” and your business as “we” or “I.” Use everyday words, active verbs and short sentences. And don’t be afraid of contractions, like “it’s” and “can’t,” because that’s how people talk.

Give Reasons to Believe

Use numbers and stats to prove your product works. Use quotes from experts or happy customers. You could also offer a free trial or a money-back guarantee to draw people in.

Get Your Customers to Respond

A strong call to action is key. Include language like “Text this number to make an appointment.”

Encourage Immediate Action

Offer a promotion or limited-time discount if customers act before a certain date.

Avoid Overselling

Skip words like “official” and “best.” These are broad, overused and can even raise legal issues.

Keep the Layout Light

The layout of your mailpiece—the way the headlines, text and images are arranged—is just as important as its content. It should be clean and inviting.

Here are a few tips:

  • Keep each page short and simple so customers keep reading.
  • Stick to easy-to-read fonts (and try to avoid ALL CAPS so it doesn’t seem like you’re YELLING).
  • Break up big blocks of text with headlines, bullet points, graphics or some good ol’ white space.
  • Use two or three colors and one or two fonts to let your message shine.
  • Let your design do the talking instead of spelling out every single point.
  • Keep your customer segments in mind. What will different people be drawn to? Some may like bright, bold layouts, and others may like things more muted.

Lesson Learned

Clean copy and simple design can cut through the noise, allowing your mailpiece—and your brand—to stand out from the crowd.

Diving into the Final Details

As you start to prepare your mailing, at some point you may need to think like a machine—an automated mail processing machine, to be exact.

This equipment “reads” your mail to make sure it gets sorted properly and sent to the right place, and also checks to see if you can get any discounts on your mailing (can’t complain there).

Here are some simple tips to make sure your direct mail arrives where and when it should:

Make the Right Mark

You’ve probably noticed mailpieces have many different markings. While they may mean nothing to your customers, it’s important to put them in the right places so you can be sure your mail gets delivered.

Here’s what you need to know:

Postage, which can be paid with a stamp, meter imprint or permit imprint, goes in the top right corner. The mail class—like First-Class Mail service, USPS Marketing Mail service or Nonprofit Mail—has to be printed directly below or to the left of the postage, or included as part of the stamp, meter imprint or permit imprint.

Endorsements are markings that tell the Postal Service what to do with mail if it can’t be delivered. For example, if your customer has moved, you may want us to return the mailpiece to you and provide you with an updated address. Or you may simply want us to forward the piece to the customer’s new address. Learn more about endorsements on Postal Explorer.

Barcodes contain valuable info that helps USPS track and route mail. To qualify for certain discounts on postage, your mailpieces must have a barcode. Head to Postal Explorer for details on barcoded mail discounts.

Ace The Addresses

Automated mail processing machines will be reading your addresses, so you’ll want to make sure everything is 100% before you send off your mailpiece.

Here are some easy dos and don’ts:

Checkmark

Do:

  • Use at least 10-point type, simple fonts and uppercase letters.
  • Put the delivery address on the front of the piece, on the same side as the postage. For a letter-size piece, put the address in the optical character reader (OCR) area. This means the address should be:
    • At least 0.5 inches from the left edge of the piece
    • At least 0.5 inches from the right edge of the piece
    • At least 2.75 inches from the top edge of the piece
    • At least 0.625 inches from the bottom edge of the piece
  • Left-justify each line of the address.
  • Use a PO Box™ address or street address—not both.
  • If the address includes a directional (like “NW” for northwest), be sure to use it.
  • Leave one space between the city and state and two spaces between the state and ZIP Code™.
  • Double-check addresses with the USPS Zip Code Lookup tool.
  • Use a return address if needed, and put it in the upper left corner, on the address side of the piece.
  • Use black ink on white or light-colored paper.
X

Don’t:

  • Put the delivery address on the back of the letter.
  • Put anything inside of the barcode clear zone.
    • The barcode clear zone is a rectangular area in the lower right-hand corner on the address side of cards and letters. It’s defined by these boundaries:
      • Left — 4.75 inches from the right edge of the piece
      • Right — Right edge of the piece
      • Top — 0.625 inches from the bottom edge of the piece
      • Bottom — Bottom edge of the piece
  • Use patterned or shiny-coated envelopes. Some fancy types of paper interfere with the machines that read addresses.
  • Use white printing on a black background.
  • Cut off important information when using address labels.
  • Apply labels at a slant.
  • Use punctuation (but you can use the hyphen in the ZIP + 4® Code).

Lesson Learned

Taking your time down to the last detail will help ensure customers receive—and remember—your message.

Footnotes
  1. [1]“The Household Diary Study: Mail Use & Attitudes in Fiscal Year 2019,” United States Postal Service, March 2020.

Need help? Reach out to the Mailing & Shipping Solutions Center at MSSC@usps.gov and a team member will be in touch.