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.

Our last topic discussed paper stock selection and the need to control the number of paper choices that go into a specific piece. Now, we’re talking finishing and bindery and the many options available.

TIP #11: Keep the finishing/bindery complexity under control.

Finishing and bindery can get pretty complex when you look at all of the options that are available. In times when running lean and green are of the utmost importance, using excessively complex finishing can create unnecessary waste. It can also lead to the re-printing of some records if the quality is compromised during the process. By selecting processes that are considered in-line finishing, it becomes more automated and mistake-free.

Have you checked out the Soft Touch Aqueous Coating finish? Read about it here…