A.M. LetterLink

A Newsletter Published by A.M. Mailing Services, LLC

Vol 3. No. 3

Planning your insert package will help prevent costly surprises

Inserting is the lettershop service that pulls a direct mail package together. Good equipment and experienced operators are critical to accurate inserting services. Choosing materials that fit the equipment being used is also important. A properly designed envelope package will save you time, money and spoilage.

Inserting machines were first introduced in 1934. That was the year that Bell&Howell patented and produced the first automated mailing systems. In 1957 they bought out their leading competitor, Phillipsburg. The Bell&Howell Phillipsburg inserter was the standard for lettershop equipment for the next 30 years.

The old Phillipsburgs are being replaced by high speed hi-tech inserters that are four to five times faster. In today’s direct mail market, time is the most valuable commodity. This new equipment provides shorter turn around times and can be priced more competitively. One thing hasn’t changed. Materials still need to be matched to the equipment they run on.

A six piece insert package will have a variety of materials…a folded letter, a reply card, a glossy 8 page brochure, a single sheet buck slip, a #9 BRE…the list goes on. The range of materials is in direct proportion to the creativity of creative directors and their budgets.

Proper set up is required at each inserting station to accommodate the size and shape of every insert. The preferred insert order and direction each piece faces in the envelope is not always possible. Often, the weight of materials or the way they were folded will affect insert order. These are some the things that should be considered before finalizing a direct mail package.

Here is a checklist that will help you avoid costly mistakes when designing an insert package:

• Design all inserts to be at least one half inch smaller than the opening of the envelope and a quarter inch less in height. The thicker the pieces the more critical this becomes.
• Fold inserts so the fold will go to the bottom of the envelope.
• Plan the insert order so that the smallest or lightest piece is near the top of the package.
• Choose paper stocks that aren’t too thin or too heavy for standard inserting equipment.
• Order "commercial" envelopes. Baronial, invitation and open end envelopes can not be machine inserted on most equipment.
• Don’t use a #14 stretch envelope if your lettershop can only insert up to a #10.
• Test your paper stocks and folds at the lettershop before printing.

For additional information on A.M. Mailing Services, LLC inserting capabilities please go to our inserting page.

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