Restaurant Marketing from Michael Hartzell - How to Prepare

Designing letter mailpieces for processing compatibility is important for two reasons. First, postage surcharges can be avoided when letter mail to conforms to standard sizes and shapes. Second, properly designed mailpieces will process more efficiently and arrive at their destination sooner.

These guidelines are intended to assist with basic mailpiece design. Mailpieces designed accordingly will be better able to take advantage of the Postal Service's automatic processing equipment. These recommendations are given as requirements to achieve the special automation postage rate.

Size
The Postal Service defines "Letter Mail" as all envelopes, folded mailers, computer printed self mailers, booklets, and cards which fall within the following size range

	Minimum	Maximum
Height	3 1/2"	6 1/8"
Length	5"	11 1/2"
Thickness	.007" (. 009 if greater than 4 1/4" x 6")	1/4"

Mailpieces smaller than the minimum size above are not mailable.

Mailpieces larger than the maximum size above are mailable but will be processed by less efficient manual or mechanized methods. First-Class mailpieces weighing one ounce or less and Standard mailpieces weighing three and three tenths ounces or less will be subject to an oversize surcharge.

Aspect Ratio
In addition to the above size requirements, First-Class mailpieces, weighing one ounce or less, and automation mailpieces are subject to an aspect ratio requirement. To qualify as standard, the mailpiece must fall between 1.3 and 2.5 in aspect ratio (length divided by height). Non-conforming mailpieces are subject to a postage surcharge and can not be processed by automated equipment.

Weight
Remember, keep the weight of the mailpiece in mind. First-Class postage rates increase in one-ounce increments. Standard postage increases to the next increment at three and three tenths ounces. Consider the weight of the letter or brochure, envelope, if any, and reply card, if any, in determining the total weight of the mailpiece. Remember, coated stock is significantly heavier than uncoated stock.

Material
In addition to affecting the finish weight of the mailpiece, the weight and type of paper stock used for a mailpiece is important for two reasons. Heavier weight papers hold up better to mail processing. Not only do they process better in automated equipment, but they arrive at their destination "looking better". They also impart a "look and feel of quality" in the hand of the recipient. This "look of quality" reflects back on the sender.

	Choose a minimum of 16# stock for envelopes.
	For self-mailers, choose 24# bond, 60# text or 70# text paper stock.
	The minimum card stock weight for small post cards is 75#. Since stiffness is the key factor in determining the processing compatibility, as the size of the card increases, so should the weight of the card stock.
	Coated stock is more durable than uncoated stock.

Materials to Avoid

	Avoid types of coated paper stock so glossy that barcoding ink or postage metering ink won't dry in one second.
	Avoid using envelopes without sufficient opacity to obscure extraneous printing on inside of the mailpiece from showing through in the scanning and barcoding areas.
	Avoid using paper containing dark fibers or background patterns in the scanning and barcoding areas.
	Avoid using lightweight paper stock, especially for self-mailers. They tend to jam processing equipment.
	Avoid dark papers where there will be insufficient contrast between the address and its background or the barcoding and its background.
	Avoid clasps, staples, curved edges, protrusions and bulges which may jam the automated processing equipment.

Address Panel Positioning
To quickly direct your mail to its destination, the Postal Service processing equipment must be able to locate the address and read it. The automatic equipment will be looking for the delivery address within an imaginary rectangle on each mailpiece. This imaginary rectangle should be located on the mailpiece as follows:

Sides of the rectangle			1/2" from the right and left edge
Bottom of the rectangle			5/8" up from the bottom edge
Top of the rectangle			2-3/4" up from the bottom edge

Barcoding Area
After the scanning equipment has read the address, a barcode will be sprayed in the 5/8" clear area between the bottom edge of the envelope and the address rectangle. This area must be kept clear of promotional messages and logos.

As an example, the address, return address and barcode areas of a typical mailpiece look like the following (please note this example is not to scale):

Compliance with the above guidelines will assure that your mailing will arrive on time and on budget.

Restaurant Marketing Ideas are only the Beginning

What to consider when designing an automation compatible mail piece?