10 Design Errors You Can Avoid

Mistakes happen when designing direct mail. Most of them are due to not knowing the postal regulations. A knowledgeable mailing vendor is a valuable resource. Here are ten of the most common design mistakes that are caught by project managers at A.M. Mailing Services, LLC

1. No indicia/wrong indicia – Unless you plan to affix stamps or meter postage, a postal indicia will be needed. Print the indicia when printing the mailpiece. Proof the indicia with a postal expert. This can save costly corrections later.
2. Wrong card stock - Postcards and selfmailers have minimum thickness requirements. A 4-1/4 x 6 inch postcard must be printed on 7 point (.007) minimum stock. All oversized cards must be printed on 9 point (.009) minimum stock. Reply cards have the same rules.
3. Hi-gloss paper stock – Many inkjet inks used for addressing will not dry on coated stocks. UV and aqueous coatings are especially difficult to address. Check with your mailer before choosing a stock. (A.M. Mailing Services, LLC can inkjet all coated stocks)
4. Nonstandard aspect ratio – The USPS wants rectangular letter mail. To qualify, your piece must fit their “aspect ratio.” Divide the height of the mailpiece into the width. Your answer must be between 1.3 and 2.5 inches. A 6x9 envelope has a standard piece aspect ratio of 1.5 inches.
5. Small barcode clear zone – A barcoded lettersize mailpiece should have a 4 inch wide by 1-1/2 inch deep address area. The barcode must have an 1/8 inch clearance from left and right edge and 5/8 inch from the bottom.
6. Poor reflectivity – The background behind an address barcode should be white or light colored. Dark colors will interfere with postal scanning equipment.
7. Nonstandard folding – Selfmailers should be folded at the bottom of the address panel. This method requires one tab seal. Mailpieces folded at the top of the address, short folded and Z-folded will require additional tabs.
8. Improperly sized inserts – Measure all inserts that are to be machine inserted into an envelope. They must be 1/2 inch smaller than the width of envelope and 1/4 inch less in height.
9. Failed tap test – Tap test an address card that is inserted into a window envelope. There must be an address clear zone that will not show other printing through the window even when tapped on the left, right, top and bottom. That’s what the post office will do.
10. No Postal Gauge Template – Order a Postal Gauge Template from A.M. Mailing Services, LLC It shows how to check for envelope sizes, standard window placement, correct dimensions for letter mail, barcode location and more. E-mail orders to info@ammailing.com. It’s FREE!