Your favorite direct mail piece may be obsolete
We’ll it’s that time of year again. The holidays are behind us, there is snow on the ground and the US Postal Service just rolled out their new postage rates. Yes, it’s a seasonal change that now happens every year about this time.
Every year the US Postal Service evaluates their efficiencies and adjusts their rates according to what kind services and mail-pieces cost them the most and what types of mail-pieces are most efficient. This year is no different. The new postage rates for 2013 take effect on the 27th of January. A CSG-Simplified 2013 postage rate chart available HERE.
Here are some changes you really need to know most:
MAILER MUST OPEN AT THE TOP
The US Postal service has determined that the type of mailer that gets stuck in their equipment the most is a mailpiece that opens “under the address area”. We call these “Open on the bottom” mailers and they always required more tabs on these. Make sure all of your mail-piece designs are folded so that any tabs to seal the mailer are above the address area, not below it.
If you present the wrong type of folded mailpiece it will be rejected, so be careful on this one.
MINIMUM OF 2 TABS
It used to be that we either had to apply 1 tab on the top of a mailer or 2 tabs if we had to seal the bottom of a mailer. Now we have to apply 2 tabs on any self-mailer and you cannot seal the bottom of a mailer or even mail that type of piece (see above). This additional sealing is so your mailing travels smoothest to its destination through postal automation equipment.
POSTNET BARCODES RETIRED
Finally, Really! This is a good thing. The new barcodes have been around a long time and yet so many companies had not adopted them yet. The new barcodes are called “Intelligent Mail Barcodes” and between these barcodes and the QR “Quick Response” barcodes Direct Mail is regaining its throne in the marketing and response world.
The wrong barcode you will cost you your automation discounts, make sure you are covered.
6×10.50” POSTCARD SIZE LIMIT
OK, this might be the one that will catch the most people off-guard. In the Casino world we are all familiar with the “Oversized Postcard”. Well the maximum size of that postcard has just been changed. If you present a postcard bigger than 6×10.5” it will be considered a flat and your postage could triple.
This could be additional income to the US Postal Service but these expenses would be lost income to you, so it makes a lot of sense to get this information to your design teams right away.
For greater details on these changes you can check out more of our blog or give us a quick call. We are always happy to help you with your direct mail questions and guide you in the right direction.