What is the standard size for direct mail?
The size of a direct mail piece is one of the most important decisions you can make when planning a campaign. Choosing the right package size will affect the message you convey and the response you get. However, many new marketers are confused about what is standard direct mail size. A guide to the most commonly used sizes can help you decide which is the best fit for your campaign.
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A6 postcards are a popular choice for many direct mail campaigns. With their lower production costs, it is easy to print large numbers at once. This size is ideal for promoting a single product but is also a good fit for cross-selling initiatives and leisure events.
The USPS has certain guidelines regarding direct mail sizes, but there are a few exceptions. For example, you can send a jumbo postcard as long as the design is vertical. Alternatively, you can use a DL envelope, which is slightly larger than an A4. It offers plenty of room for graphics and details.
If you are sending a direct mail postcard that features a letter-sized design, you can take advantage of a First Class presorted postage rate. You will only pay 27 to 30 cents per piece. Similarly, you can reduce the cost of mailing by choosing a postcard that qualifies as a “machinable letter.”
A5 paper is another option. It is half the size of an A4 postcard, but it can still offer a fair amount of detail. Although this size is not quite as portable as a DL, it can fit into pockets and envelopes. That makes it perfect for inbound marketing mailers. However, it is not practical for extensive price lists or printing multiple special offers.
Depending on your campaign’s goals and message, your best bet may be a smaller or larger postcard. Whether you’re promoting a product, event, or service, your direct mail pieces need to be big enough to include the mailing indicia and stamp. When it comes to addressing, the USPS has specific requirements for postcards and other machinable pieces.
Besides addressing rules, the USPS also has specifications for envelopes. They allow you to choose from a variety of sizes, but you should adhere to their specifications for conformity. Also, you should consider the shape and width of the envelope you plan to mail. An envelope that fits a 4″ x 2.25″ space is recommended.
The best way to determine the right size is to test different options. For instance, you could try sending a postcard in a number 10 envelope and then in a larger format. Alternating sizes can give your brand a fresh look.
As with any direct mail campaign, the size of your postcard will depend on your specific offer. Larger postcards attract more attention and are more effective in capturing potential customers. Smaller postcards are less likely to stand out and may not have the impact you are looking for. Nevertheless, it is crucial that you find the size that is best suited for your campaign.
