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PRINTERS GUIDE TO FOLDED SELF-MAILERS & BOOKLETS. National Postal Forum April 13, 2010. Agenda. Value of Direct Mail Letter Mail Automation Environment Letter-size Booklets Additional Letter Booklet Formats Folded Self-Mailers Study. Value of Direct Mail. Personal and Relevant - PowerPoint PPT Presentation
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1
PRINTERS GUIDE TO FOLDED SELF-MAILERS
& BOOKLETS
National Postal ForumApril 13, 2010
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Agenda
Value of Direct Mail
Letter Mail Automation Environment
Letter-size Booklets
Additional Letter Booklet Formats
Folded Self-Mailers Study
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Value of Direct Mail
Personal and Relevant Provides engagement with customers
Allows for a one to one moment with your customers
Targetable Reach specific target audience
Measureable and cost effective
Creative Compliments all media channels
Web, Radio, TV
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Market Trends
Mailpiece designs continue to evolve
More emerging creativity in the marketplace
Mailing standards do not account for these designs
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Letter Automation
High speed automation equipment processes letter mail at a rate of 10 pieces per second!
Standardization improves automation efficiency!
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Envelope vs. Non-Envelope Letters
Letter-size Booklets and Folded Self-Mailers do not process like enveloped letters: Potential for more damage
Impact to effective processing Impact to response rate
Higher jam rates Potential for damage to other mailpieces Lowers automation productivity
Solutions? Goal - solutions beneficial to USPS and mailers
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Letter Booklet Study
Comprehensive testing and analysis with industry
Result - revised standards effective Sep 08, 2009
Reference:
More information can be found in DMM 201.3.15
http://pe.usps.com/text/dmm300/201.htm#wp1042622
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What is a Booklet
DMM 201.3.15.1
• Booklets must have a bound edge.• Sheets that are fastened with at least two staples in the manufacturing fold (saddle stitched), perfect bound, pressed-glued, or joined together by another binding method that produces an end where pages are attached together are considered booklets.
• Booklets are open on three sides before sealing, similar in design to a book.
• In general, booklets must be uniformly thick…
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Additional Booklet Designs
Continuing to create more mailing options
New booklet designs since revised rules were published, include:
Wallet Style
Simple spine continuous glue line closure
Oblong
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Additional Booklet Designs
Primary attributes driving change of the new designs:
Dimensional size of piece Allowance for more length
Cover weight Allowance for lower cover paper basis weight
Closure method Various methods allowed - based on weight of mailpiece
Let’s take a look at the new designs…..
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Additional Booklet Designs
4” Height; 5.2” – 8” LengthWeight up to 2oz with 1.5” Non-Perf Tabs
Weight between 2 to 2.5oz with 2” Non-Perf Tabs
Wallet Style
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Additional Booklet Designs
Less than .8oz - No tab required
Cover to Cover Internal Flap External Flap
Simple Spine – Continuous glue line
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Additional Booklet Designs
Weight between .8oz – 1.6ozRequires one lead edge 1.5” Non-Perf Tab
Cover to Cover Internal Flap External Flap
Simple Spine – Continuous glue line
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Additional Booklet Designs
Weight between 1.6oz – 3ozRequires two lead edge 1.5” Non-Perf Tabs
Cover to Cover Internal Flap External Flap
Simple Spine – Continuous glue line
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Additional Booklet Designs
Continuous glue line closure on trail instead of tab
Oblong
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What Now?
Folded Self-Mailers
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Folded Self-Mailer Study
Objective of Proposed Mailing Standards Changes:
Identify incremental opportunities for improvement
Seek the greatest efficiency gains with the least impact to
the mailing industry
Clearly define the characteristics required for automation
and machinable letter prices
Preserve creative mailpiece design options
Incorporate standards for creative exterior elements that
have and continue to emerge
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Folded Self-Mailer Study
Building off prior success from booklet study
Partnered with industry
Mailer supplied test material, samples included: what mailers currently produce what mailers would like to produce
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Folded Self-Mailer Study
Categorized samples based on basics of design style
Determine (4) primary characteristics of categories: Traditional self-mailer; single sheet of paper folded Nested sheets (layers) folded either vertically or horizontally Self-mailers with internal attachments Self-mailers with inserts/enclosures
Analyze data to determine standards
Primary correlations Cover weight, closure method, dimensional size of piece
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Folded Self-Mailer Study
What’s next:
Brief Folded Self-Mailer study participants
Publish a Federal Register proposal
Publish a Federal Register final rule
Implement revised standards
More to come…
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QUESTIONS?