This continues our series of introductory posts on designing for direct mail. Part 1 introduced your friend at the post office, the Mailpiece Design Analyst, the basic mailpiece shapes, and some helpful online resources. Here in Part 2, we’ll look more closely at the shapes and other ways that the USPS categorizes mail.
Factors determining the type of mailing
As a designer, unless the format of the mailpiece and the class of mail are already decided for you, you’ll be basing decisions about the design of the piece on what kind of message, information, or material needs to be conveyed, weighed against how much the client is willing to pay to get their piece into the hands of the recipients on their list. This cost analysis tool can help start that decision-making process if the client is unfamiliar with commercial mailing.
Retail or Discount
In most cases, commercial mail is discount mail and is designed for easier processing by the post office’s equipment. Not meeting the specific physical requirements will bump you back up to full retail price or incur a nonmachinable surcharge. Retail is synonymous with Full Rate First Class. There is also a discounted Presorted First Class category for commercial mailings.
Size and Shape of Mailpiece
As mentioned in Part 1, any piece of mail will be classified as a postcard, letter, flat, or parcel, depending on the dimensions of the piece.
Postcard
Small postcards only
To qualify for the postcard rate:
- Minimum size 3-1/2 x 5 inches and .007 inches thick (equivalent to 80lb text weight stock, or an index card).
- Maximum size 4-1/2 x 6 inches and .016 inches thick (about as thick as 120lb cover weight stock).
- Postcard rate is only available if using First Class.
Letter
Larger postcards, letters, booklets, self-mailers
- Minimum size 3-1/2 x 5 inches and .007 inches thick (equivalent to 80lb text weight stock, or an index card).
- Maximum size 6-1/8 x 11-1/2* inches and 1/4 inch thick.
*Maximum length for a letter will be 10-1/2 inches effective 9/8/09.
Flat
Larger envelopes, newsletters, magazines, larger booklets, larger self-mailers
- A flat has at least one dimension that is greater than 6-1/8 inches high or 11-1/2* inches long or 1/4 inch thick.
- Maximum size: 12 inches high x 15 inches long x 3/4 inch thick.
*Maximum length for a letter will be 10-1/2 inches effective 9/8/09.
Parcel
Anything that isn’t a postcard, letter, or flat
- Length + girth cannot exceed 108 inches (130 inches for Parcel Select).
Class
Classes can be thought of as service levels. The class affects postage rates, speed, and services included such as forwarding and returning.
Express Mail
Anything mailable can be sent Express
- Highest cost
- Fastest service available
First Class Mail
Anything mailable can be sent First Class
- First Class Mail offers a discounted rate for small postcards
- Faster than Standard
Standard Mail
Advertisements, circulars, newsletters, magazines, small parcels, merchandise
- Maximum weight is 16 ounces
- Slower than First Class
Periodicals
Newsletters, magazines
- Must be published at regular intervals and meet other specific qualifications
- Requires a formal application procedure
Package Services
Merchandise, books, circulars, catalogs, computer-readable media, film, recordings, educational materials, binders, other printed matter
- Subclasses are Parcel Select, Bound Printed Matter, Media Mail, and Library Mail
- For merchandise, Priority Mail (First Class) may have similar postage costs to Package Services but is faster.
____
In Part 3, we’ll look at what you need to know to get your mailpiece through the USPS’s processing equipment.
