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Getting Better Delivery of Your Direct Mail
By: Michael T. Brandt
Published July 1999
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BUY A REPRINTWhen direct mail is a critical part of your marketing communications program, getting it delivered is a key to your success. Here are some ideas to help you improve delivery, reduce mailing costs, and increase response.
- Make your mail compatible with automation. Use a high-contrast sans-serif type. Be sure the address is not obscured by the envelope window.
- Use U.S. Postal Service standard abbreviations.
- Use address correction and standardization programs. Run your list through a National Change of Address program to add address standardization and ZIP+4. Make your list compatible with CASS (Coding Accuracy Support System) software.
- Append your list with ZIP+4 and sort by carrier route. Consult the USPS Domestic Mail Manual for specific requirements.
- Consider the delivery-point bar code. Because the bar code is read instead of the printed address, prebar-coded mail doesn't have to meet OCR requirements -- a bonus if you need more leeway in envelope design.
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