Direct Mail: Are You A 10?

Wanna be a 10? The most popular format for direct mail is the #10 business envelope, according to the United States Postal Service. So, you should use a #10 envelope for your next mailing, right? Wrong. If you want your mailing to get noticed, consider using an odd size envelope.

Depending on your strategy, you may want to use a smaller monarch-sized envelope to create a personal impression -- or an oversized 6 x 9" envelope will make a bigger impact. Or don't use an envelope at all and just send a full-color jumbo postcard.

Be careful when choosing unusual shapes and sizes, however, some will cost you a lot more in postage because they don't fit USPS requirements for automation. Check with your lettershop or local post office before you even begin to design a mailer. Also, USPS publication 25, "Designing Letter Mail" can be quite helpful.

Want to see my mailers? Email me your address and I'll send you some -- and none are a #10.

- Phil Sasso