2014
Lynda
Trish Witkowski
2:10
English

There is a strategic side and a practical side to direct mail. To get results, you need to pay close attention to both. After all, wouldn't it be a shame to put tremendous effort into a winning strategy and design, only to lose money on postal surcharges due to a careless formatting error? This course teaches members the most critical skills to planning and sending direct mail, from tips for staying on budget while "pushing the envelope" creatively, to navigating and implementing the US Postal Service's technical guidelines with ease. Author Trish Witkowski is a specialist in direct mail, and she'll help you plan and send engaging and cost-efficient campaigns that grab the attention of recipients the moment they open their mailbox.

Introduction
Welcome
Using the exercise files
1. Physical Requirements for Mail
Choosing the right format
Guidelines for cards and postcards
Guidelines for letter mail
Guidelines for folded self-mailers (FSM)
Guidelines for booklets
Guidelines for flats
Guidelines for machinable parcels
2. Production Planning
Classes of mail
Splurge or save?
Timing
Postage
The address
Paper choice
Printing method
Aspect ratio
Understanding ZIP codes
International mail
Common costly mistakes
3. Designing for Mail
The components of a mailpiece
The mailing panel
The mailing indicia
Ancillary endorsements
Designing envelope mail
Designing reply mail
Designing postcards
Designing folded mail
The Intelligent Mail barcode
4. Envelope Mail
Envelope styles
Enclosure size and insertion
Envelope materials
Window envelopes
Creative envelope ideas
5. Mail Prep and Optimization
Match mail and mail merge
Tabs and glue
Mail-sorting basics
Postal optimization strategy
Conclusion
Next steps

http://www.lynda.com/

Download File Size:505.25 MB

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