1. Learn the Ins and Outs
of Lettershop Production
DMFA Seminar
June 25, 2014
Kelley Gilbert Elise Buck

2. … Dr. Stephen Covey

3. PRE-PRODUCTION PLANNING
Always request a full package comp

4. Check Window to letter/reply for “float”

5. Check Window “Contamination”

6. Do you have a window on your return?

7. Does the return envelope fits into the carrier?

8. Measure premiums
This is the matching envelope

9. Time for a USPS Mail Class Refresher?

10. 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*.

11. 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.

12. 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.

13. Other Considerations for
Flat-sized Mail:
 Flexible
 Uniform Thickness
 Address Location

14. How do you pay postage?

15. LIVE STAMP

16. METER IMPRINT

17. Additional
USPS Meter
imprint
options…

18. PERMIT IMPRINT

19. COMPANY INDICIA

20. 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

21. 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

22. Let’s All Get On the Same Terminology Page
 Entry Point
 NDC
 SCF
 Commingle
 Drop Ship
 Co-Palletization
 Hybrid

23. 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

24. 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

25. 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

26. 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.

27. 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

28. 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

29. 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

30. 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!

31. 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

35. 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

36. 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.

37. 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

38. BREAK

39. Now you’re moving into production…

40. 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

41. FORM LAYOUT
They should include critical details
such as:
 Unwind direction
 Core size & max diameter
 Registration marks
 Necessary gutters

42. 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.

43. 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

44. 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…

45. 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.

46. LASER IMAGING

47. CONTINUOUS FORM LASER

48. Forms can come as rolls…

49. … or fan-folded forms

50. Inkjet Personalization
Inkjet heads vary in width from .5” to 8”.
Multiple heads can be linked together to achieve the personalization
area needed.

51. 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.

53. 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.

54. 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.

55. 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.

56. 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.

57. Swing Arm Machine – Operator side

58. Swing Arm Machines

62. Insertion equipment Rotary Machines

63. 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.

64. Now a few last things to think about when
planning your next Direct Mail piece…
 Every lettershop has a different variety of
equipment.

65. Necessary clearance?

66. Characteristics of your inserts…

67. Open edged inserts?

68. Small or odd shaped inserts…

69. 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.

70. 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.

71. Closing thoughts…
When you’re juggling this many moving parts…
Everyone’s working in “lean-staffed”
environments…
“Things” happen.

72. … 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.

73. 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.

74. Remember HOW we do what we do, should
always reflect WHY we do what we do.

75. Questions?