Direct Mail Reference Guide

Direct Mail Reference Guide

Direct Mail touches people every day. Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits: It s targeted. Mass advertising (TV, print, radio, etc.) can be expensive and isn t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck. It s personal. With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they re more likely to respond. In fact, 55 percent of consumers look forward to discovering the mail they receive. It s flexible. From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope. It s tangible. Direct Mail allows you to physically place your message in your customers hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons. It s measurable. Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you ll see what s working and can make adjustments to future mailings if needed. It s easy and cost-effective. You don t have to be a Direct Mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking Direct Mail piece. With help from a mailhouse you can take advantage of presorted postage discounts and automation. That s why we have created this Direct Mail Reference Guide for you our fellow marketers to help better explain the world of Direct Mail and help guide you in planning and executing your successful Direct Mail Campaign. We hope you find this guide helpful and we wish you success, now and in the future! Thank you Your friends at NMS

Envelope Guide #10 Envelope 4 1/8 x 9 #10 Square Flap 4 1/8 x 9 Announcement Square Flap A-2, 4 3/8 x 5 3/4 A-6, 4 3/4 x 6 1/2 A-7, 5 1/4 x 7 1/4 A-8, 5 1/2 x 8 1/8 Booklet Envelope 9 x 12 9 1/2 x 12 5/8 10 x 13 #10 Window #9 (fits into #10) 3 7/8 x 8 7/8 Barionial V-Flap 4 Bar, 3 5/8 x 5 1/8 5 Bar, 4 1/8 x 5 1/2 5.5 Bar, 4 3/8 x 5 3/4 6 Bar, 4 3/4 x 6 1/2 7 Bar, 5 1/4 x 7 1/4 Catalog Envelope 9 x 12 9 1/2 x 12 1/2 10 x 13 Monarch 3 7/8 x 7 1/2 Remittance 6 1/4 Remit 3 1/2 x 6 6 1/2 Remit, 3 5/8 x 6 1/4 6 3/4 Remit, 3 5/8 x 6 1/2 9 Remit, 3 7/8 x 8 7/8 4 NMS, Inc.

Folding Guide Single Fold Accordian Fold (Z-Fold) Gate Fold Letter Fold Specify: Head-In or Head-Out Double Parallel Fold Roll Fold French Fold (Right Angle Fold) www.nationalmailing.com 408.435.1770 5

Binding Guide Spiral Binding Saddle Stitch Double Wire-O Binding Perfect Bound Comb Binding Stapled Upper Left (portrait) Stapled Upper Left (landscape) 6 NMS, Inc.

First Class under 13 oz., Delivery Time: 3-5 Days - Minimum Pieces Required: 1 piece - Weight Requirements: Under 13 oz. - Includes forwarding and return services. Registered Mail and Certified Mail services can be added for a small fee. First Class over 13 oz. (Priority Mail), Delivery Time: 2-3 Days - Minimum Pieces Required: 1 piece - Weight Requirements: Over 13 oz. and under 70 lbs. - Includes forwarding and return services. Registered Mail and Delivery Confirmation services can be added for a small fee. - Price determined by how far the piece must travel based on zones. Presort First Class, Delivery Time: 3-5 Days - Minimum Pieces Required: 500 pieces - Weight Requirements: Under 13 oz. - Includes forwarding and return services - All pieces must be same weight and size Mail Classes Presort Standard (Bulk), Delivery Time: 7 Days to 14 Days - Minimum Pieces Required: 200 pieces or 50 lbs. - Weight Requirements: Under 16 oz. - Forwarding and return services not included unless requested with an ancillary service endorsement - All pieces must be same weight and size Presort Nonprofit, Delivery Time: 7 Days to 14 Days - Minimum Pieces Required: 200 pieces or 50 lbs. - Weight Requirements: Under 16 oz. - Forwarding and return services not included unless requested with an ancillary service endorsement - All pieces must be same weight and size - Prices are less than Presort Standard but your organization must be a registered nonprofit to qualify Periodicals, Delivery Time: 3-5 Days - Minimum Pieces Required: 1 piece - Weight Requirements: None - Designed for newspapers, magazines, and other periodical publications whose primary purpose is transmitting information to an established list of subscribers or requesters - Periodicals must be published at regular intervals, at least four times a year from a known office of publication, and be formed of printed sheets. - There is a formal application procedure and a nonrefundable application fee to become authorized for Periodicals mailing privileges. www.nationalmailing.com 408.435.1770 9

Postage Types Stamps First Class Presort First-Class Presort Standard Presort Nonprofit Indicias FIRST CLASS US POSTAGE PAID SAN JOSE CA PERMIT NO. 1 PRESORTED FIRST CLASS US POSTAGE PAID SAN JOSE CA PERMIT NO. 1 PRESORT STD US POSTAGE PAID SAN JOSE CA PERMIT NO. 1 NONPROFIT ORG US POSTAGE PAID SAN JOSE CA PERMIT NO. 1 First Class Presort First-Class Presort Standard Presort Nonprofit Meter 14 NMS, Inc.

Mailing Terms page 1 of 4 Address Service Requested One of several processes offered by the USPS to provide change-of-address information to mailers. Months 1 through 12, the mail piece is forwarded at no charge, a separate notice of the new address is provided and an address correction fee is charged. Months 13 through 18, the mail piece is returned with the new address attached at no charge. After month 18 or if undeliverable, the mail piece is returned with reason for non-delivery attached at no charge. Aspect Ratio The dimension of a mail piece expressed as a ratio of length (the direction parallel to the address) divided by height. An aspect ratio between 1.3 and 2.5, inclusive, is required for automation compatibility. Automation Compatible Mail Mail that can be scanned and processed by automated mail processing equipment such as an optical reader or barcode scanner. Barcode A string of vertical bars that represent numeric information. Barcodes are used by the USPS to automate mail handling thereby reducing cost, speeding delivery, and improving accuracy. Barcode Clear Zone A rectangular area in the lower right part of a letter size mail piece that must be kept free of printing and symbols, except the barcode itself. Business Reply Mail (BRM) Reply mail that uses a Business Reply Permit to return mail at no charge to the addressee. Widely used for surveys, product registration cards, and inquiry requests as examples. Reply mail has very specific layout requirements that normally require pre-approval by the USPS. Bulk Mail A type of third class mail which needs a minimum quantity of 200 identical pieces per mailing. Mailers who sort their mail by zip code and tie and bag it according to USPS Regulations are eligible to mail Third Class Bulk, often referred to as business class mail. See Standard (A) Mail. Business List Any list of individuals or companies based upon a businessassociated interest, inquiry, membership, subscription or purchase. Business Response Card (BRC) A return card, often with respondent s name and address information printed or affixed on it, which is included in the package to facilitate responding to an offer. Postage is paid for by the advertiser. www.nationalmailing.com 408.435.1770 15

Business Reply Envelope (BRE) A return envelope supplied by the advertiser to the recipient for use as a ready response device. Carrier Route Presort A process by which the carrier route # can be attached to street addresses within the 5-digit Zip Code. This facilitates delivery of the mail, and mailers who use carrier route presort can get a discounted mail rate. CASS Certify The Coding Accuracy Support System, or CASS, is a system designed to improve the accuracy of the address and ZIP Code that appears on each item in a bulk mailing. Mailings that are CASS Certified are eligible for certain bulk mail postage discounts. In order to become CASS Certified, the mailing list must be run through a software program approved by the USPS. Change Service Requested An ancillary service offered by the USPS. A separate notice of new address or reason for non-delivery is returned to the sender. The mail piece is disposed of by the USPS and a fee is charged per piece. Consumer List A list of people who have bought merchandise, subscriptions, services, etc, geared towards the consumer. Courtesy Reply Mail (CRM) A type of mail in which a business sends preprinted, self-addressed envelopes or postcards to customers, who then affix postage stamps to the envelopes or postcards and mail them back to the business. Alternatively, the business can disseminate the envelopes or postcards with stamps already affixed, similarly to metered reply mail. Courtesy reply mail differs from business reply mail in the manner of payment of postage, namely, by stamp when the mail is sent, rather than by the permit holder when the mail is received. Courtesy reply mail is typically used when a response is practically guaranteed, e.g., bill payments. Demographics Statistics and information on the subscribers/members/buyers such as age, income, presence of children, etc. Direct Mail Another name for advertising mail sent to targeted prospects or markets. Direct mail can be sent via any postage rate but is usually sent Standard (A). Direct Mail Advertising Any promotional effort which uses the USPS or another direct delivery service for the distribution of the printed advertising piece. Direct Response Advertising Advertising through any medium, designed to evoke a measurable response from a potential consumer. 16 NMS, Inc.

Domestic Mail Manual (DMM) The USPS manual that contains the basic regulations governing domestic mail services; descriptions of the mail classes and services and conditions controlling their uses; and standards for rate eligibility and mail preparation. Domestic mail is classified by size, weight, content, service, and other factors. Endorsement An authorized marking on a mail piece that shows handling instructions, a service, or a request for an ancillary service. First-Class Mail (FCM) A class of mail that includes all matter wholly or partly in writing or typewriting, all actual and personal correspondence, all bills and statements of account, and all matter sealed or otherwise closed against inspection. Flat The general term for flat sized mail. In Standard (A) mail a flat is a mail piece that is larger than 11 1/2 length and 6 1/8 width. The rate schedule also varies based on the weight of the mail piece. Fulfillment The storing of a customer s materials until that customer requests delivery to itself or to a third party. Also, the fulfilling by a vendor of a request received from a customer by phone, by mail, or by electronic means. Also known as pick and pack. Geographics A subdivision of a list based on geographic subdivisions such as states, SCF s, Zip Codes, et al. Indicia Imprinted designation on mail that denotes postage payment. The indicia must contain the Class of postage (i.e. First Class, Presorted Std), the words US Postage, & Paid, the post office city where the permit is held, and the number of the permit. The indicia should be placed where a stamp would normally be placed. Irregular Parcel A mail processing category for a parcel that does not meet the dimensions of a machinable parcel. Letter Mail Piece In Standard (A), a mail piece that is less than 6 1/8 x 11 1/2 in size, less than 1/4 thick, and weighs less than 3.5 oz. Letter piece must also have an aspect ratio of 1.3 to 2.5 inclusive. See Aspect Ratio. Merge/Purge The process of combining separate address lists and removing duplicate records, also known as de-duping. Move Update Processing your list through an approved NCOA correction service. This process updates your address list with the NCOA addresses to ensure that your list is as current as possible. As of July 1, 2010 move update must be done 95 days prior to the mailing date. See NCOA. www.nationalmailing.com 408.435.1770 17

National Change of Address (NCOA) An address correction service that the USPS provides to mailers through USPS licensees. The licensees match mailing lists submitted to them against change-of-address information for the entire country from all Computerized Forwarding System units. This process allows a mailer to maintain the accuracy of a list used for repeat mailings over time. Non-Profit Standard Mail A class of Standard Mail available to organizations that have been approved by the USPS for nonprofit mailings. To be approved for nonprofit mailing an organization must go to the USPS office in their city and complete a PS Form 3624 and provide necessary documentation. The organization will receive a letter in 10-14 days from USPS Memphis approving or denying their nonprofit status. Periodicals A class of mail (formerly called second-class) consisting of magazines, newspapers, or other publications formed of printed sheets that are issued at least four times a year at regular, specified intervals (frequency) from a known office of publication. Periodicals usually must have a list of subscribers and/or requesters, as appropriate. Psychographics/Lifestyle Information in addition to demographics which can be overlayed to give further information on the subscribers/members/buyers quality of life and beliefs/philosophy. Record Layout Layout record usually the first record in the file, indicating the data in each column. Return Service Requested An endorsement that requests the USPS to return an undelivered mail piece with the new address or the reason for non-delivery. Rental Mailing Lists are made available for a one-time or multiple use. Sectional Center Facility (SCF) A postal facility that serves as the processing and distribution center (P&DC) for post offices in a designated geographic area as defined by the first three digits of the ZIP Codes of those offices. Some SCF s serve more than one 3-digit ZIP Code range. Self Mailer A direct mail piece which requires no envelope for mailing, provided that the paper stock is heavy enough to meet USPS requirements. Standard Mail (A) Standard Mail matter that weighs less than 16 ozs. It comprises the subclasses of Regular & Nonprofit Standard Mail, and Enhanced Carrier Route mail. Standard (A) may be sent at presorted rates and automation rates. See Bulk Mail. 18 NMS, Inc.

No matter how small or large your Direct Mail project, "We Can Do It! From simple postcard mailings to complex mailers with multiple pieces, NMS can handle all of your Direct Mail needs and provide a complete solution. We look forward to the opportunity to discuss your Direct Mail goals and how we can help you achieve them. Let us prove what we can do for you. Today! www.nationalmailing.com 408.435.1770 19

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