Choosing the wrong size, color, or paper stock can add additional postage or even disallow your mailing altogether. On the other hand, if you are mailing to millennials, you may want to use a humanist font such as Gill Sans the more modern look piques the interest of a younger generation and can increase your response rate.Įnvelopes and self-mailers can have a huge impact, both positive and negative, on a direct mail campaign. If your offer is going to an older audience, you will want use a font that is clean and easy to read Arial is an excellent choice here. The important thing to remember with fonts is choosing a font that will work with your audience. Futura is an excellent example of a Geometric font. Finally, Geometric is (not surprisingly) based on geometric shapes. Humanist includes Gill Sans and is even more modern than the previous two families. The Neo-Grotesque family is more modern and includes Helvetica and Arial, which the USPS prefers. Grotesque fonts are the oldest of the sans-serif fonts and included New Gothic and Franklin Gothic. Sans-serif fonts are broken up into four families: Grotesque, Neo-Grotesque, Humanist, and Geometric. This helps USPS equipment better read the address block of the mail piece. The difference between serif fonts and sans-serif fonts is that sans-serif fonts do not contain the little feet on the bottom on the letters. The font size needs to be eight-point or higher, and all capital letters is preferred. The USPS prefers that a sans-serif font be used when addressing mail pieces. So, let’s explore some of the most common mistakes that can have a big impact on your campaign if not rectified. It’s vital to avoid mistakes in order to have a successful direct mail campaign and keep postage costs at a minimum however, it can sometimes be daunting to stay updated on all the mail piece best practices.
Your choices of fonts, envelopes, and color used in your direct mail campaigns can not only impact your customer response rate and overall delivery of your mail piece, but they can also cause postage costs to increase - which is never something a mailer wants to see.
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