| At some point, those involved in the direct mail industry | | | | packages are designed for optimal postage savings. |
| have heard a story about a direct mail project that | | | | No one can afford toabsorb expensive re-work in |
| took acostly turn at the moment of mailing because | | | | direct marketing budgets or delays that could |
| someone failed to check if the format and content of | | | | sabotage the project. |
| the mail piece met post office direct | | | | Whose responsibility is it to check the rules... the |
| mailingrequirements. | | | | designer, the printer, the lettershop or the mail owner? |
| Like my non-profit client who had a showpiece | | | | Ultimately, it's the responsibilityof the mail owner to |
| brochure printed before letting me review. The | | | | make sure their design meets postal regulations. |
| address panel placement did not meet the Address | | | | Should they be expected to know all the rules? No. |
| Standardfor Commercial Flat Size mailers. They had 3 | | | | I work at the direct marketing services company DCG |
| options: | | | | West in Seattle ( that has over 100 years ofcombined |
| 1) Print and insert into an envelope, | | | | postal regulation experience and we still get stumped |
| 2) Apply an address label over the misplaced address | | | | occasionally. |
| panel or | | | | So, what's the best way to check the rules? Contact |
| 3) Pay the first class postage for the direct mail piece. | | | | your account service person at your mailhouse, like |
| Because the image of the piece was critical, they had | | | | DCG West. They will do the legwork for you andfind |
| no choice but to pay the higher postage at 3 times the | | | | the answer. Be sure to get the response documented |
| rate they had budgetedfor their direct marketing | | | | so that you are not caught in a he said/she said |
| campaign. | | | | argument later on. |
| A simple email during the initial design stage would | | | | I would strongly recommend that you take a few |
| have allowed me to identify the costly issue. | | | | minutes to familiarize yourself with recent significant |
| Now more than ever, due to the USPS effort to | | | | changes in postal regulations at The staff at |
| improve processing efficiencies as well as identify | | | | DCG West can also assist you with any questions. |
| additional revenue opportunities, a clearunderstanding | | | | If you want your DM project to mail on time and on |
| of postal regulations is crucial to insure that direct mail | | | | budget, MIND THE RULES! |