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Zellmark Top 10 Tips for Smooth Print Production
 PAPER Choosing
the right paper is essential to a successful direct mail piece. Remember
that various shades of white paper can vary widely and it is important to
specify the same paper across multiple pieces of collateral in a series.
When selecting paper for your printed materials, keep in mind how well it
will match any existing materials you may already have printed, such as
business cards or letterhead.
 GLOSS While
spot varnish and gloss can bring added texture to your piece and help it
stand out, every type of gloss — whether aqueous, glossy, or matte — has
a different effect. Consider how it will impact your piece and whether or
not it helps you achieve your desired goals. It is also important to take
into account that no varnish or gloss can be used in a variable print field.
 COLOR Instead
of using the usual 4-color print process, try adding a 5th
PMS color to nail your corporate logo color.
 SEAL Consider
what kind of seal you will need for your self-mailer, depending on its size
as well as the type and number of folds. If you are doing an international
mailing, remember that all open ends must be wafer-sealed, and that the
guidelines differ for domestic mailings.
 PERFORATIONS There
are multiple, varied options for what kinds of perforations
you can choose, depending on how obviously you want them
to stand out, if at all.
 FOLDS Folds
can greatly enhance or detract from the overall appearance
of your piece, so it is important to choose carefully. Folds
come in a wide variety of styles, from your standard fold to a channel score
style that appears flatter and is used mainly for high-end collateral pieces.
 HOLE
PUNCHING Will your piece be placed in a binder? Consider leaving
space for this during the design of your piece. Also,
talk to your printer about 3- or 5-hole punch options.
 ENVELOPE
OPTIONS Envelopes provide an invaluable first impression to your
recipients. Carefully select what type of envelope best suits your piece
and your budget, as envelope types affect open rates and also influence
where the address of your piece needs to be placed in the design.
 ADDRESS
PLACEMENT Be sure to check domestic and international mailing rules
for the proper location of the mailing address. Keep in mind that you must
leave 5/8" of space on the bottom of your piece and 4" of space
from the left edge of your piece for it to be mailed correctly.
 POSTAGE. For
every direct mail piece, you must consider whether you want
to include an indicia, meter, or stamp. Keep in mind varying return rates
and the cost-effectiveness of all your postage options.
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