Designing Direct Mail and Choosing the Right Direct Mail Format for Your Story and Budget
Reaching your audience in a digital world has it’s challenges, between emails, text messages and social media. The good news is that direct mail conveys to your audience what you want to say paper that is hard to ignore, easy to recall, space for a clear call to action and drives physical action and enhances online engagement. There are many different creative formats to promote your story and stay on budget when designing direct mail.
Following we define many of the more common sizes and applications in print and mail to consider.
Buckslips
Buckslips are small promotional inserts, often placed inside envelopes alongside a primary mailing piece or product. Think monthly statements, year-end communications or quarterly newsletters. They are typically 8.5 x 3.67 inches to easily fit into a #10 envelope. They can be printed on a nice glossy paper stock, in color or black and are commonly used to announce something simple such as a rate increase, a new product or event, or a “how to” when it comes to understanding your invoice. See an example of a Buckslip HERE and our template HERE.
Mailing: Often inserted inside envelopes, so weight and thickness should be considered to avoid increasing postage costs unnecessarily.
Postcards
Direct mail can come in a variety of shapes and sizes, depending on budget and desired response. Postcards vary in size, and each size has its own benefits, cost implications, and design restrictions.
When designing postcards, it’s important to understand and follow the USPS requirements for address and barcode clear areas so you can get the lowest postage rate. Please refer to our templates to help you get started. Here are some common formats to consider:
6” x 4.25” Postcards – Small but mighty!
Compact and cost-friendly: Ideal for quick messages, reminders, or offers. Fastest USPS delivery time because of the small size.
Nuance: A smaller space means that very direct messaging is crucial.
Mailing: Often used in high-volume campaigns due to low postage cost.
See our template HERE.
5” x 7” Postcards – Standard and popular size: Fits easily into mailboxes while offering enough space for images and text. Cost-effective: Slightly less expensive to produce than larger sizes.
Design tip: Balance images and copy; use bold headlines to grab attention.
See our template HERE.
8.5” x 5.5” Postcards – The most common size.
Design: Be creative! Use extra effort in headlines, font choice, call to action, and bold visuals for impact.
See our template HERE.
9 x 6 Postcards – Large standard size offers more space without being oversized.
Design tips: Great for direct offers, coupons, or detailed product info.
See our template HERE.
6” x 11” Postcards – Elongated size, great for standout visuals and storytelling.
Postage rate is the same as smaller sizes making the 6×11 the most value for your money.
Design: Offers space for both text and images in a brochure-style layout. Stands out in a stack of mail.
See our template HERE.
Other types of Direct Mail Formats to Consider
General information letters & flyers
These can be printed on an 8.5×11 or 8.5×14 paper that is then tri-folded to fit into the outgoing envelope. As an alternative, the letter can be folded and sealed to be sent as a “Self-Mailer.” Letters and flyers can be any type of information you need to communicate to your customers, patients or stakeholders. A well-planned letter or flyer can help to position your organization in a positive light to your customers, convey important news, or be utilized to highlight infrastructure investments that are then tied out to rate increases for services. See our template HERE and HERE
New customer welcome letters
These are typically printed on glossy or matte paper that travels well in the mail. A typical piece in this category that we produce is printed as 21×6, and then it is scored, folded to 6×4.25, glued shut, addressed and mailed. New customer welcome kits typically contain any information needed so that your new customer can “self service” and complete the sign-up process to initiate their service.
Postal Design Requirements Made Easy
Metro Presort specializes in presorted mail services, reducing postage costs by grouping mail by destination. It’s essential to design and layout your mail pieces according to their size and mail classification to ensure they fit within specified guidelines. We offer a range of pre-approved templates for various mail sizes to assist! These help to reduce postage costs, improve accuracy, and enhance delivery speed. Streamline processing and ensure USPS compliance to help avoid post office rejections or surcharges.
Tap into one of our Mailing Specialists to confirm you’re on the right track with:
- Size – Know your requirements and layout specs.
- Placement – Understand the proper placement of indicia and barcodes.
- Weight – Check restrictions and avoid exceeding limits, which can increase costs.
- Address – Proper placement is crucial for compliance with USPS automation.
Final Thoughts
Designing direct mail and choosing the right direct mail format depends on your message, budget, and audience preferences. Each size and type carries its own mailing rules, design challenges, and postage rates. The Metro Presort team is available to help design or review your artwork while selecting the best option for your direct mail campaign. Leveraging our templates and other resources can make the process smooth and cost-effective.
Visit our Resources Page to download our templates.
Contact us to get started!