Direct Mail Design, Done Properly
Designing postcards, letters and mailers that combine brand design with USPS size, shape and addressing rules.
Priya Raghunathan
What is at stake
Size and format determine postage costs, and mail that ignores USPS rules can cost more or be rejected.
The playbook
- Confirm size and thickness before printing
- Design within USPS dimensions for the intended price
- Keep a clear response mechanism
- Track responses with unique codes or URLs
- Test print a sample
Where it goes wrong
Avoid:
- Sizes just over price thresholds
- Designs that obscure addresses
- No way to measure response
- Printing large runs without a sample
The numbers behind it
| Measure | Figure |
|---|---|
| Postcard dimensions for postcard pricing | between 3.5 by 5 inches and 4.25 by 6 inches |
| Thickness | minimum and maximum thickness rules apply |
| Every Door Direct Mail | a USPS service for saturation mailings |
| Address area | must remain clear and readable |
Getting outside help
When to hand it over: Bring in help when planning direct mail campaigns.
Where this comes from
- USPS Postal Explorer — Domestic Mail Manual
- USPS Postal Explorer — Every Door Direct Mail
The figures and practices above come from the sources listed.
Working on something like this?
We take on Brand & Identity Design work for teams who want it done once, properly. Tell us what you are building and we will tell you honestly whether we are the right studio for it. Start a project.
Where to go next
Spotted something wrong? Report an error on this page. We correct on the page and say what changed.
