Variable Data Printing

This is the last topic of our series about Variable Marketing and it’s probably one of the most complex. Keeping up with the mail requirements at the U.S. Postal Services can definitely be a daunting task. So, our final tip is to make sure you understand U.S. Postal Service Mail Requirements.

TIP #12: Understanding U.S Postal Services Mail Requirements.

Tying it all together and making sure all of the details work cohesively takes experience and up-to-date knowledge of the industry. It’s important to choose a printing company, like CRW Graphics, that maintains this knowledge to ensure prompt distribution of your marketing piece, as well as being able to save money on mass mailings in a variety of ways.

One example of the USPS requirements is for records to be delivered in zip code order. So how do you accomplish that? Your printer can do this by printing the pieces in zip code order and keeping them that way. If your project is not being delivered via the U.S. Mail, your project still might need to be organized in some way, like alphabetically for easy distribution at an event. This can be done prior to the printing so when the finished project comes out it’s organized intelligently for you. Saves time. Saves money.

Another big misunderstanding that often gets missed during the design process is that the piece doesn’t fit the USPS size specifications and the post office won’t mail it or the cost to mail it that way increases exorbitantly. Working with a direct mail shop that maintains the USPS mail requirements is important. Utilize your mail shop’s knowledge to avoid any possible errors on your end before you start designing the project. It’s always great to run the concept by different departments prior to designing and implementing the project because it allows you to gain valuable and accurate insight that can add or take away from the effectiveness of the piece. But at least you can fix or improve it before going to production.

A marketing campaign can never go wrong by testing it first. Sometimes concept and design on a screen can turn out much differently in its final printed version. Testing images, overall layout and the physical look and feel of a project can be a good idea, especially if you’re trying something a bit different. What looks good onscreen isn’t always great on paper. So, here’s our next tip.

TIP #5: Test images and overall layout of the project in short-runs.

One of the great advantages to running on a digital press is that you are able to print short runs – including test runs – and it can be very affordable. It’s important to ensure run-ability and color accuracy in production when images are involved. This allows you to keep testing different images and layouts until you’ve satisfied the exact look and feel your team was going for.

Why test? Because it can save you a lot of money in the long run if your mailing list is really large. You can run a test for two reasons. First, to see the final, visual piece. Make sure it matches your expectations. The second, if you run a small test and mail it out to the targeted audience and notice it’s not getting the response you wanted; there’s still time to make changes in an effort to improve your campaign’s results.