Personalisation of Print PostBusiness Letter Services

Introduction

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Personalisation allows limited customisation of Print Post publications using addressee details on the cover, or within a publication, along with a static marketing message.

In this moduleThis module covers the features and benefits of personalisation and the requirements for the personalisation of Print Post articles. DurationApproximately 20 minutes

Learning outcomesBy completing this module, you will be able to:• Identify the features of Print Post personalisation• List the conditions under which Print Post articles can be personalised

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Personalisation at a glance

What is Print Post?Print Post is an Australia Post service for the delivery of approved periodical publications to addresses within Australia.

Print Post is used by small associations for the delivery of newsletters and special interest publications, through to organisations that distribute large circulation magazines, newspapers and catalogues. Customers use the Print Post service because it is an economical choice for sending their approved publication to their target market.

With Print Post, you can:

• lodge bulk mailings of 100 or more articles1

• maximise the space available for creative artwork

• choose to include special offers with their publications

• have undeliverable articles returned

• access lower prices for their articles.

In addition, the Print Post service also:• has access to private box addresses• has access to the Redirection service• allows a postage meter to be used as a payment method• provides a national delivery service• has delivery with daily normal mail by the same professional delivery officers.

1 The minimum volume is 50 articles when lodging at the Office of Delivery. In all other circumstances 100 articles are required.

Personalisation at a glanceWhat is Print Post?

Additionally, Print Post articles have some specific requirements, including:

• they must not be, or contain a letter, other than subscription communications

• they must be published at least twice a year

• they must be a continuing periodical with a fixed title

• each copy of a particular issue must be identical, except for permitted personalisation

• copies for different states or regions may have different advertising content

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Personalisation at a glanceWhat is personalisation?

Personalisation is the printing of personal addressee details along with static marketing messages.

Personalisation allows publishers to customise their Print Post publications, using address details. Publishers are able to customise publications with pictorial or variable data elements.

Personalisation is permitted on the cover of, or within an approved publication

Personalisation is not permitted in any attachment to the Print Post publication except for:

• subscription communications, and • the flysheet in plastic wrapped articles, for the purpose of delivery

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Static: fixed, or unchanging

Personalisation at a glanceBenefits of personalisation

Personalisation of the cover of the publication can attract attention and increase interest.

It opens up possibilities for advertisers and publishers, allowing them to address

customers directly to specific pages in the publication, or special offers.

Personalisation offers growth opportunities for:

• Subscription publications

• Catalogues

• Customer Relationship Management

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Print Post at a glance

More information

More detailed information is available in the Personalisation Fact Sheet, the Print Post service guide and at the Australia Post website (auspost.com.au).

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Print Post requirementsWhere is personalisation permitted? 1. Print Post publications

Publications can be personalised using salutations, valedictions, and addressee details, provided the personalisation is integral to the publication.

The following addressee details are permitted. These details may be printed repeatedly within the publication:

• title of the addressee - Mr, Mrs, Ms, Dr, etc

• name of the addressee - first, last, (either or both)

• position of the addressee– Manager, etc

• organisation of the addressee (e.g. Australia Post)

• address elements of the address (delivery detail information)

• locality, state abbreviation or postcode

All other elements of the publication must be identical, other than geographic allowance.

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When the personalisation is an element of the original printing of the publication, and not a stand-alone element, it is “integral” to the publication.

The person, company, or the like to whom a piece of mail is addressed is the addressee

Copies of a Print Post approved publication which are to be delivered to different states or regions may have different advertising content.Advertising content of a publication or supplements may vary in a lodgement on the basis of a different geographic region. The differentiation could go to Postcode or even Suburb level

Print Post requirementsWhere is personalisation permitted? 2. Subscription Communications

A subscription communication is a personalised supplement permitted within Print Post publications.

‘Subscription communications’ may contain a communication from the Sender to the Addressee:

• requiring or acknowledging payment for the Publication being carried by the Service;

• inviting notification of any change to Addressee Details; or

• inviting subscription or re-subscription to the Publication.

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A ‘supplement’ is anything mailed with or appended to a Print Post publication, including an insert, flysheet or onsert. More information about supplements is provided later in this module.

Print Post requirementsWhere is personalisation permitted? 3. Flysheets

A flysheet is a sheet of paper which is visible through the plastic when articles are plastic wrapped. This may contain delivery address details, only for the purpose of delivery of the Print Post publication.

Other than the addressee details, no other variable data is permitted.

The following addressee details printed as part of the address block are permitted on the flysheet:

4-state barcode

customer reference number

title of the addressee – Mr, Mrs, Ms, Dr, etc

name of the addressee – first and/or last

position of the addressee – Manager, etc

organisation of the addressee – eg Australia Post

address elements of the address – delivery detail information

locality, state abbreviation or postcode.

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Mr A Sample 321 Exhibition Street

MELBOURNE VIC 3000

Print Post requirementsWhere is personalisation not permitted?

Personalisation of the following is not permitted:

✗ Inserts

✗Supplements

✗Onserts or Attachments

✗Double covers or wraps

The content of these items must be identical and non-personalised.

A supplement may have the company logo and contact details providing it contains no variable details.

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An insert is an extra leaf or section, printed independently of the publication for binding or tipping within the Print Post publication, especially a leaf or section consisting of an illustration or advertisement printed on different paper.

A supplement is a separate additional feature, usually of a special character, issued as an additional feature of a Print Post publication

An onsert or attachment is a separate advertisement added to a Print Post publication. Onserts are affixed to a page, and may be a sample of a product, a compact disk, magnet, a small booklet or even a targeted advertisement

A double cover, or wrap is a replica of the cover, which has been affixed after the original Print Post publication was printed.

Print Post requirementsInserts and supplements: additional information

Other than the flysheet and subscription communications, supplements must be identical and non distinguishable in all respects.

A publication may include multiple inserts and supplements providing none:

• have the characteristics of a letter (excluding subscription letters)

• have elements that vary from one publication to the next in the batch (eg: a lottery ticket where the numbering differs or a redemption offer)

• have a salutation or valediction or similar elements

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Print Post requirements

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How can I be sure an article is acceptable?

Where doubt exists regarding the personalisation of a particular publication, customers can contact their Australia Post Account Manager, or the Print Post Coordinator in their state, as listed in the Print Post service guide, for advice and assistance, or by calling 13 13 18

Summary

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ROB,

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You have now completed this module. The key points covered were:

• Personalisation allows limited customisation of Print Post publications using addressee details on the cover, or within a publication, along with a static marketing message. • Printers can customise publications with pictorial or variable data elements. • Print Post delivers approved periodical publications to addressees within Australia.• Personalisation offers growth opportunities for subscription publications, catalogues and Customer Relationship Management.• Publications can be personalised on the cover or within the pages, using salutations, valedictions, and addressee details, provided the personalisation is integral to the publication.• A subscription communication may be personalised and acknowledges a subscription purchase, request payment for subscription or invite re-subscription• The flysheet in plastic wrapped articles may have addressee details printed on it for the purpose of delivery• Personalisation of any other inserts, onserts, supplements, attachments, double covers and wraps is not allowed. They must be identical and non-distinguishable in all respects

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Thank you – any questions?You now need to complete a short assessment to check your understanding of the information covered in this module.

This assessment consists of 10 multiple-choice questions and should take you approximately 10 minutes to complete. To pass the assessment, you need to answer at least seven of these questions correctly.

You can attempt this assessment as many times as you need to. If you do not pass, it is recommended that you review this module again, and ask your supervisor or manager if you need help.

Assessment

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Assessment

True or false? Print Post approved publications can be personalised with addressee details to individual readers.

1

a. Trueb. False

Correct answer = APrint Post Personalisation allows publishers to print addressee details on the cover and within the publication, along with a static message, as many times as they wish.

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Assessment

2

True or false?

Personalisation provides an opportunity to put an advertisement into a magazine that is personalised to the reader, providing the personalisation only applies to their addressee details.

a. Trueb. False

Correct answer = AThe personalisation must be an integral part of the publication, and may be printed on the covers, or inside the publication.

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Assessment

3True or false?

Subscription communications may contain a communication from the Sender to the Addressee:

a. Trueb. False

Correct answer = ASubscription communications may contain a communication from the Sender to the Addressee:• requiring or acknowledging payment for the Publication being carried by the Service;• inviting notification of any change to Addressee Details; or• inviting subscription or re-subscription to the Publication.

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Assessment

4

Which of the following addressee details may be printed repeatedly throughout the publication

a. Title ( Mr, Mrs, Ms, Dr, etc) b. Name, Position and Organisationc. Elements of the address (locality, state abbreviation or postcode)d. All of the above

Correct answer = DThe following addressee details may be printed repeatedly throughout the publication:• title ( Mr, Mrs, Ms, Dr, etc)• name - first, last, (either or both)• position – Manager, etc• organisation of the addressee (e.g. Australia Post)• elements of the address (locality, state abbreviation or postcode)

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Assessment

5 True or false?A sample of a product is permitted for Print Post.

a. Trueb. False

Correct answer = ASamples are permitted inserts, providing they have a non-commercial intent are not ongoing, and are not personalised.

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Assessment

6True or false?Personalisation of a double cover is encouraged for Print Post publications.

a. Trueb. False

Correct answer = B

Personalisation of double covers, or wraps (replicas of the cover, which have been affixed after the original Print Post publication was printed) is not permitted.

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Assessment

7 What is a flysheet?

a. A sheet on which instructions for delivery or other information are printed b. A separator page used by publishers to stop pages sticking together

Correct answer = AA flysheet is a sheet on which instructions for delivery or other information are printed.

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Assessment

8True or false?Supplements must be identical and non-distinguishable in all respects, except on the flysheet or subscription communications.

a. Trueb. False

Correct answer = AOther than on the flysheet and subscription communications, supplements must be identical and non-distinguishable in all respects.

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Assessment

9True or false?On supplements, repeating the addressee details or using a reference number for purposes other than directing delivery is not allowed.

a. Trueb. False

Correct answer = ASupplements may only include addressee details for the purposes of directing delivery.

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Assessment

10True or false?Onserts are affixed to a page, and may be a sample of a product, a compact disk, magnet, a small booklet or even a targeted advertisement.

a. Trueb. False

Correct answer = AAn onsert or attachment is a separate advertisement put in a magazine, newspaper, or other publication. Onserts are affixed to a page, and may be a sample of a product, a compact disk, magnet, a small booklet or even a targeted advertisement.

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