Learn the Ins and Outs of Lettershop Production (DMFA Presentation)

Learn the Ins and Outs

of Lettershop Production DMFA Seminar

June 25, 2014

Kelley Gilbert Elise Buck

… Dr. Stephen Covey

PRE-PRODUCTION PLANNING

Always request a full package comp

Check Window to letter/reply for “float”

Check Window “Contamination”

Do you have a window on your return?

Does the return envelope fits into the carrier?

Measure premiums This is the matching envelope

Time for a USPS Mail Class Refresher?

Physical Specifications for Letters Not less than 5 inches long, 3-1/2 inches high, and 0.007-inch thick.

Not more than 11-1/2 inches long, or more than 6-1/8 inches high, or

more than 1/4-inch thick.

Not more than 3.3 ounces*.

Package Weight Considerations

Pieces that are over 3.3 oz, but less than 3.5 oz can mail at a

piece plus pound Letter rate.

Double check packages that are close to the maximum weight

or thickness.

Bindery tolerances, ink, varnishes, embellishments and

humidity can add to your package weight and thickness.

Physical Standards for Flats More than 11-1/2 inches long, or more than 6-1/8 inches high, or more than

1/4 inch thick.

Not more than 15 inches long,

or more than 12 inches high,

or more than 3/4 inch thick.

Other Considerations for

Flat-sized Mail:

Flexible

Uniform Thickness

Address Location

How do you pay postage?

LIVE STAMP

METER IMPRINT

Additional

USPS Meter

imprint

options…

PERMIT IMPRINT

COMPANY INDICIA

Let’s talk Postal Logistics

Postal logistics eliminates a number of the steps and tasks the

United States Postal Service (USPS) must complete to deliver a

mailing. Also referred to as work share by the USPS

The more work that is done before a mailing reaches the mail

stream, and the closer one can get the mail to the mailbox

before it enters the mail stream, the more efficiencies you will

realize in both delivery time and price

Why do I need Postal Logistics?

Mail is a critical component of fulfilling any organization’s

mission

Using postal logistics puts organizations in control of

predictable delivery times, tracking progress once in the

mail stream, maximizing savings and being able to choose

the best delivery option to meet each campaign’s goal

Let’s All Get On the Same Terminology Page

Entry Point

NDC

SCF

Commingle

Drop Ship

Co-Palletization

Hybrid

Here’s how mail moves through the USPS via Entry Point

Origin SCF Origin NDC

Destination NDC

Destination SCF

Local Post Office

Residence

Mail Shop

Local Post Office

Here’s how mail moves using Drop Ship

Origin NDC

Destination NDC

Destination SCF

Local Post Office

Residence

Mail Shop

Local Post Office

Origin SCF

Here’s how mail moves using Commingle

Origin NDC

Destination NDC

Destination SCF

Local Post Office

Residence

Mail Shop

Local Post Office

Origin SCF

Commingler

Co-Palletization

The process of consolidating trays of mail from different

mail owners onto a shared pallet to increase mail volume

deliveries to NDC or SCF, gaining additional work share

discounts.

Let’s review your Options with

Commingling

Upgrades your tier qualification and provides destination entry

discounts

A majority of the mail is dropped to the destination SCF

Delivery in-home faster compared to Entry Point and about a

day or two earlier than drop shipping

Larger mailers can request a volume discounted rate

Very smaller volume mailers who may not otherwise qualify for

standard rates are able to leverage volume discounts

Large mailers who segment their mailings into versions or

packages

Let’s review your options with

Drop Ship Postage savings because of work share

Expedited delivery by skipping time consuming steps

Both regional mailers and large volume mailers targeting

specific regions of the Country can reap the benefits of a

deeper postage savings because of saturation of mailing into

the destination SCF or NDC

Let’s review your options with

Co-Palletization

Workshare Entry Discounts offer substantial savings; $34/M

NDC Entry and $44/M SCF Entry

Destination Entry is the last possible point of postage savings

other than Drop Ship

They have established networks, consistently move volume,

provide real savings of money and time

Great option for Flat sized mailings

Offers smaller volumes entry discounts coupled with “ride-

share” which helps to reduce freight costs

What is your role in helping your Postal

Logistics Provider?

Give your postal logistics provider a copy

of your Last Mail File - It’s that simple!

How to Achieve the Best Postage Rate?

Ask your Postal Logistics provider to perform a postal

analysis of your mailing data file

Your analysis comparisons should include Entry Point, Drop

Ship, Commingle, Co-Pal and hybrid options

Each campaign should be individually analyzed and

optimized

An estimated savings report should be provided for each

campaign or a combination of campaigns

Other suggestions to get more out of

your postal budget

Primary drivers of postage cost are the size and weight of

the mail piece

Work closely with your service provider to ensure your

mail pieces don’t unintentionally cross one of the

thresholds

Flat-sized or heavier mail pieces may drive higher

response, but result in higher postage costs

If your control piece currently mails as a flat, consider

testing a letter size version

Benefits of Postal Logistics

Save Money - More money for your Mission – Postal Logistics is a nonprofit’s first line of defense to control and preserve postage budgets.

Expedite Delivery Speeds delivery time – On average Postal Logistics can reduce delivery time by 25%. 15.5 days Entry Point, 12.2 days drop ship, 10.9 days commingling.

Track Mail – IMb Nonprofits who use Postal Logistics have the ability to track campaigns once in the mail stream.

Wrapping Up

Postal Logistics and Your Mailings

Ask your Postal Logistics partner to:

Evaluate methods including entry point, drop

ship, commingle and hybrid options

Analyze and optimize each individual campaign

Estimate savings for each campaign

Confirm quantity and postage to provide

accountability

BREAK

Now you’re moving into production…

This production schedule will

include the crucial target dates

Creative files due

Postage Request due

Data & instructions due

Components due

Signoffs

Postage due

Ship Date – If Commingling

Mail Date or In-home Date

FORM LAYOUT

They should include critical details

such as:

Unwind direction

Core size & max diameter

Registration marks

Necessary gutters

Dates will be missed…

now what? … communicate as soon as you

know something is going to be

late.

… the more time your partner

has to react, the quicker they

can come up with a solution.

… be proactive – never assume,

always check.

… make those missed dates the

exception, not the rule.

… build the relationship with

your partner.

Imaging signoffs should always include…

Longest record (this accounts for name, address & city)

Shortest record

4-line addresses (or anything over 4 lines)

Company address

All your ask strategies

Multiple states

When proofing imaging signoffs…

Review the accuracy of your data.

Review that your instructions were understood,

which fields to pull,

when to default,

what to default to, etc…

Double check the following…

Read the letter – out loud – word for word.

Check the backer… does page 1 flow to page 2 properly?

Check the date on the letter… does it still make sense?

Website – did it go from “.org” to “.com”?

With address labels, you don’t need the +4 on the zip.

Check all variable copy throughout the letter.

If you have access to the database, check every record.

LASER IMAGING

CONTINUOUS FORM LASER

Forms can come as rolls…

… or fan-folded forms

Inkjet Personalization Inkjet heads vary in width from .5” to 8”.

Multiple heads can be linked together to achieve the personalization

area needed.

Bindery systems

Off-line bindery systems feed the personalized rolls into

equipment that slits off the pin-feeds, bursts the forms

apart and then folds, as needed.

In-line bindery systems are folding units that are

attached to the delivery side of the laser.

Stamp affixing

Stamp heads are used to affix a

single stamp or multiple stamps

Only pay for your mail count.

Stamp spoilage is the lettershop’s

responsibility.

Always request a pdf proof

showing stamp denominations and

positioning.

Match Mailings

Physical Matching

Camera Matching systems: Multiple cameras are positioned

on the inserters as needed to capture a code on each

personalized piece.

Read/Write systems: This imaging system “Reads” a code

on the personalized piece and “Writes” that corresponding

name on the closed faced carrier.

Insertion Order

“Business up front,

party in the back”!

Keep your letter/reply and

return envelope facing the

front of the envelope and

then any colorful premiums

can face the back/flap side

of the envelope.

When approving insertion signoffs…

Live signoffs are strongly recommended.

If multiple zipstrings, this is the chance to confirm that

the correct components are in each.

Lives don’t need to include live stamps.

Check personalized forms to make sure any folds fall in

between lines and not in the middle.

Swing Arm Machine – Operator side

Swing Arm Machines

Insertion equipment

Rotary Machines

Internal quality control measures

Every step within the process requires quality control

and hourly pulls.

Two-step process where 1) Imaging and Inserter

operators check to marked approvals and 2) supervisor’s

give final okay to run.

Hourly pulls are live names that are checked to the

marked approvals and then dated, timed and signed by

the operator and confirmed by the supervisor.

These pulls are customarily kept for three months.

Now a few last things to think about when

planning your next Direct Mail piece…

Every lettershop has a different variety of

equipment.

Necessary clearance?

Characteristics of your inserts…

Open edged inserts?

Small or odd shaped inserts…

Lettershop Receiving Requirements … Your lettershop may be limited to

the size and weight of skids based

on their storage systems.

There may be specific labeling

requirements,

…packaging requirements,

…receiving hours,

And space limitations.

And lastly… Spoilage

Each step of the production process requires spoilage.

The higher the quantity the lower the percentage.

Make sure to factor in when estimating and planning.

Spoilage amounts differ based on complexity.

Spoilage amounts can also differ by lettershop.

Closing thoughts…

When you’re juggling this many moving parts…

Everyone’s working in “lean-staffed”

environments…

“Things” happen.

… don’t loose time panicking,

… use your time to figure out a solution,

… brainstorm with co-workers, colleagues, peers,

or even vendors, to find a solution.

There will be plenty of time once the job is in

the mail to figure out what went wrong.

When you do, use that knowledge to

learn and to teach your team.

Remember HOW we do what we do, should

always reflect WHY we do what we do.

Questions?