The Secrets of Mail Success

It’s Not Hip to be Square

Square is out; rectangle is in. Period. Automation-incompatible square shapes tumble around in the USPS’s equipment, and ultimately require manual handling. Rectangle shapes, on the other hand, flow right along. However, the orientation of the piece is essential in qualifying for the best rates. “A good rule of thumb is to go for designs that are longer than they are taller, and keep the address perpendicular, rather than parallel, to the shorter dimension of the piece,” advised Bennett.

Essentially, the critical criteria of totally automation-compatible mail concern dimensions, fold location, address orientation, flexibility, POSTNET barcode and weight. To help the marketplace grapple with the changes, Bennett offers the “Mary Ann Makes Mail Easy Kit.” Available at www.makemaileasy.com, the product provides tools and information for determining the shape and mailing category for any mail piece, and a variety of do’s and don’ts for sealing, folding and binding. For instance, machinable letters and cards must not be less than 5" long, 31⁄2" high and .007" thick, but no more than 111⁄2" long, more than 61⁄8" high or greater than 1⁄4" thick. Physical standards for cards claimed at card rates are not less than 31⁄2" high, 5" long and .007" thick, but no more than 41⁄4" high, more than 6" long or greater than 0.016" thick. The pieces should be rectangular, with four square corners and parallel opposite sides. Letter-size, card-type mail pieces made of card stock may have finished corners that do not exceed a radius of 1⁄8".

“I always tell people to stay away from the minimums. If the cutter makes a mistake—and it happens—nothing will make the piece mailable,” cautioned Bennett. “Always give yourself an 1⁄8 of an inch or even 1⁄4 of an inch.”

Interestingly, Bennett pointed out a 16-page brochure measuring 107⁄8x173⁄4" that is folded to 51⁄2x83⁄8"—and with the address perpendicular to the shorter dimension of the piece—can be totally automation-compatible and qualify as a letter. But, if the address is parallel to the shorter dimension, it no longer qualifies as a machinable letter.