When you meet someone, you only get one chance at a first impression. The same is true for the recipient’s name and address on your direct mail. The address block is the first place the recipient looks, and even more importantly, it contains their personal information.
The same thought and planning that went into the rest of your mailing should go into the presentation of the recipient’s name and address. The following are some common mistakes that are made when addressing mailers:
Even if the database is in all caps, it should be converted to upper and lower case. It is also very important that upper case is being added only where it is grammatically correct. For Example:
- Usa Manufacturing Association (Incorrect Capitalization)
- USA MANUFACTURING ASSOCIATION (Ugly Capitalization)
- USA Manufacturing Association (Correct Capitalization)
You wouldn’t write the content of your mailers without proper punctuation, why would you allow the address to be presented that way? One of the most common mistakes is not using a period after an abbreviation.
Many databases contain company names and titles that are very long. If this is not taken into consideration, the name or the title will end up being cutoff when your mailer is being addressed. Think of how embarrassing it is to have the word “Association” get cut off after the first three letters.
Certain items like a Bar Code must be added to reduce your postage, but you should only add what is necessary. For instance, the Optional Endorsement Line (OEL) is not always necessary. Placing an OEL (************Auto**SCH 5-Digit 34420) right above the recipient’s name only adds clutter and identifies your mail piece as bulk mail. Many mailers do this for their own convenience, sacrificing your quality. FNBR does not.