How to send attractive direct mail within USPS guidelines
With all of the paper material options available for direct mail, it may be tempting for some businesses to send the most expensive, glossy paper their direct mail budgets can buy. Although the unique, high-quality materials may entice more people to read or remember the message, it may be more difficult to send through the U.S. Postal Service.
However, following a few simple guidelines can keep direct mail sharp while making sure all mail campaigns arrive in the intended mailboxes without any problems:
Less-fancy paper can be more cost-effective and simple. Although glossy and coated paper are attractive and eye-catching, they may not be ideal for a direct mail campaign unless they're nestled safely in an envelope. Not only is ink is more likely to smear on glossy and coated papers and look sloppy, the paper itself can interfere with USPS address-reading machinery.
Postcards aren't the only direct mailers with sales messages. Perhaps a business is promoting a store-wide sale or the mailer includes a coupon - regardless, people may be more likely to take the time to open envelopes with incentives stated plainly on the outside.
A web-to-print solution may offer more design freedom. Businesses benefit by using total branding and include a specific design style and logo on all outgoing direct mailers. Web-to-print direct mail tactics can help budget-minded business owners save money while still giving them the ability to produce competitive mail that people will notice in their mailboxes.