February 2004: Direct Mail Options

Direct mail pieces primarily need to do two things: get to the recipient quickly and efficiently, and induce the recipient to open or read the piece. Whether you’re designing a simple postcard or a multiple-panel self-mailer, there are some important aspects to keep in mind to be sure the finished product meets your needs:

What is the purpose of the piece?
Before you settle on a design, determine how you want recipients to interact with the mail piece. If the piece is announcing an upcoming event, for example, a postcard may be the best solution. If you’re looking to drive traffic to a new store, you may want to include a detachable BRC (business reply card) or coupon with your offer.

Design Possibilities
Reply devices - Mail pieces can be designed to include a variety of reply devices. A bang-tail, or perforated panel at the end of a piece, can be used as a BRC or information card. Envelopes can also be formed to give recipients a convenient way to respond to an offer or appeal for donations. Decoration - Mail pieces can be UV coated to make colors pop and provide protection against scuffing. Foil stamping, embossing and die cutting can also be used to bring life to your designs and increase response rates.

Planning Tips
Check postal regulations - There are dozens of postal regulations to which your pieces must adhere. Avoid costly surprises by taking a mock-up of your mail piece to a postal inspector for approval prior to printing.

Knock out inks and coatings - Inks and coatings can compromise the adhesion of remoist glue, so be sure to remove these substances from both panels the glue will affix.

Consider every detail - The more we know about how your piece will be used the more we can help you. Even the destination climate can effect design and packing procedures.

THE RIVERSIDE EDGE
At The Riverside Group, we can help you plan direct mail projects that blend eye-catching design with efficient production. Our high-speed folding, perfing, and fugitive, seam and remoist gluing capabilities can be combined to create efficient inline workflows. We also offer a complete range of decoration and protection services, including foil stamping, embossing, die cutting, film lamination, UV coating, shrink wrapping and more. Give us a call to see how we can help you improve your next direct mail project.