Mailing Systems Technology - November/December 2008 - (Page 27) and we made our own decisions. We happened to be aware of postcard mailing guidelines, but what if a creative team did not know that a 3/4-inch clearance is required across the bottom of the card mailing surface for the post office to place barcode labels? Space for copy on the back of small postcards like these is very limited. In a worst case scenario, without mailing exper- printed below the return address, the post office sorting machine would have returned all cards to the sender, obviously a disaster for the project. What would it be like if direct mailers participated at the brainstorm stage of a direct mail campaign? In a multiple mailing promotion, the mailer’s expertise would help engineer, the interior designer, the urban planner and the sustainability expert are at the table when the project planning begins, direct mail would benefit from a true team effort. Carrie Scherpelz is a freelance direct mail designer in Madison, Wisconsin. She has Ideally, I’d like to ask a mailer some additional questions. How does shape affect the mailing cost? What about the weight of each card? Can we add a fold, die-cut or label to make it stand out in the mail? tise at the table, important words or images at the bottom of each postcard would have been obscured by the 3/4-inch barcode strip. Or if the lasered address blocks had been guide the most economical series of direct mailpieces and the smoothest creative and production processes. Just as better buildings result when the architect, the experience in business-to-consumer, fundraising, magazine promotion and catalog marketing. Visit www.carrie.scherpelz.com or email cscherpelz@tds.net. a WWW.MAILINGSYSTEMSTECHNOLOGY.COM | NOVEMBER-DECEMBER 2008 27 http://www.carrie.scherpelz.com http://www.MailingSystemsTechnology.com
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