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Table of Contents

Welcome to Direct-Mail Marketing with MAILERS+4

What You Need to Get Started .............. 4Obtain a Bulk Mail Permit

Determine Payment Type

Database Files

Designing Your Mailpiece..................... 6Making Your Mailpiece Automation Compatible

Cleaning Your List Before You Mail ..... 7Maintaining Accurate Addresses

Identifying Duplicate Records .............. 9Presorting For Postal Discounts .......... 9

Sortation Categories

Forms You’ll Need to Take to the PostOffice ............................................ 11Postal Forms and Reports

Printing Your Address Labels ............ 13Formatting Addresses Correctly

Using Proper Type Style

Printing Required Tray Tags forContainers .................................... 15

Putting Labels on the Mailpiece......... 16Mailpiece Clear Zones

Address Labels

Assembling Your Mailpieces IntoContainers .................................... 17First - Label Trays

Second - Prepare Automation Sorts

Third - Prepare Non-Automation Sorts

Fourth - Sleeve & Strap Trays

Take It All to the Post Office ............... 19Verification & Acceptance of Mail

Sources of Postal Information

Direct Mail andPostal Automation Software

from

22382 Avenida EmpresaRancho Santa Margarita, CA 92688-2112

1-800-800-MAIL (6245)Office Hours: Mon - Fri 8 AM - 5 PM PSTTech Support: Mon - Fri 6 AM - 5 PM PST

3

Additional ResourcesDMM 201.3, 233QSG 102, 140, 141

MAILERS+4 offers you a double benefit: it is a powerful programthat can process your mailing for the best discounts possible; and itis a unique, versatile program that can enhance your database foran efficient, successful direct marketing campaign.

Welcome to Direct-Mail Marketing with MAILERS+4

This manual provides you with achecklist of the steps necessary to processa mailing for the automation and non-automation First-Class Mail discountspossible using MAILERS+4. It includes alist of important elements required to getyou started as a direct mailer, frommailpiece design for postal automationcompatibility, to properly packaging themailpieces in their containers and takingthem to the post office.

This information can also be found onthe MAILERS+4 CD-ROM in tutorialsfolder. You can view a tutorial or print outa .pdf file of a publication. Otherinformative sources are the MAILERS+4Manual, How to Prepare a StandardMailing Using MAILERS+4” publication,and the Quick Start Guide.

First-Class Mail Consistsof three subclasses

➤ Postcards➤ Letters, Cards

➤ Flats

Rules

➤ At least 500 sorted, addressedpieces, all the same size, shapeand weight.

➤ To encourage barcoding,automation rates are lower thanPresorted rates.

Good luck with your direct-mail marketing initiative. If you need further assistance,please call on our customer service or technical support staff at

1-800-800-6245

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Step 1 - What You Need to Get Started

Obtain a First-Class Mail PermitYou must have a valid mailing permit

before you can mail at presorted postagerates. You’ll pay a fee when you apply andwhen you renew the permit. You can getForm 3615 from any Business Mail EntryUnit (BMEU) or Postal Business Center(PBC), but you must turn it in at the postoffice to which you will bring yourmailings.

How to Apply - complete and turn in theapplication: Form 3615, Mailing PermitApplication and Customer Profile. Whenyou apply for your permit, you will need toknow which postage payment method youwant to use.

Imprint

A permit imprint is apopular way to pay forpostage. Instead of usingstamps or a meter to printpostage on each piece, youcan have permit imprintinformation– called an indicia– printed inthe upper right corner of the mailpiece.

Determine Payment Type

Precanceled Stamps

If you want yourmailing to look morepersonalized, useprecanceled stamps.

Meter

Using a postage meter is a convenientway to pay for postage. Meters are leasedfrom authorized manufacturers.

Checklist:❑ Obtain a Bulk Mail Permit

from your local post office.❑ Determine payment type and

obtain authorization from thepost office.

❑ Get materials and suppliesfrom the post office, includingrubber bands, trays andsleeves.

❑ Purchase tie straps.❑ Pick up any books or

pamphlets including theQuick Service Guide (Pub 95).

❑ Obtain a mailing list or salesleads that target your market.

Payment Types and Requirements

Form 3615 Other Other(Yearly fee) Fees Forms

Stamps X

Imprint X X

Meter X 3601-A

PRESORTEDFIRST CLASS

U.S. POSTAGE

PA I DNEW YORK, NYPERMIT NO. 1

5

Database FilesTo process a mailing using MAILERS+4,

you will need a database file. You canopen the file directly into MAILERS+4, orcreate a new one from scratch.

Data Entry UsingMAILERS+4

What if I don’t have adatabase or sales leads?

If you do not have your ownmailing list, finding the right leadsmay take some effort if you do it onyour own. At Melissa Data, our SalesLeads specialists are eager to helpyou compile a list that best meetsyour needs.

Melissa Data offers Occupant,Business and Residential MailingLists, as well as targeted SpecialtySales Leads.

For more details, call

800-800-6245 or visitwww.MelissaData.com/Lists

1 Click Database > Create .2 Select the preset Quick: Common

Fields and click OK to create anempty data structure. Save theempty database in an appropriatelocation.

3 Select the Format Fieldsbutton. Click AutoFormatand then OK to format the fieldsin your new database.

4 Click Tools > Data Entry > DesignView . A data entry template willappear. Select File > Save View tosave and close the template.

5 Click Database > Append . Enterthe names and addresses of yourmailing list and click Save aftereach record.

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Step 2 - Designing Your Mailpiece

The size of your mailpiece willdetermine the rates available to you. Themajor processing categories of First-ClassMail include letters or cards and flats. Allthe pieces in your mailing must be thesame size, shape, and weight.

Making Your MailpieceAutomation Compatible

Making your mailpiece automation-compatible is important as it will allowyou to qualify for automated rates.

Specific Regulations

For specific regulations designing yourmailpiece, see Publication 25, DesigningLetter Mail DMM C050, C830, C810 andQSG 810, 811, Notice 3-A, Letter Size MailDimensional Standards Template.

Checklist:❑ Verify your mailpiece qualifies

for automation compatibility.❑ Measure your mailpiece to

determine if it qualifies forletter or flat rates.

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Step 3 - Cleaning Your List Before You Mail

Maintaining AccurateAddresses

Cost-effective, consistent, andtimely delivery of every mailpiecedepends on an accurate addressthat is complete and correct in allits elements. An incomplete orinaccurate address needsadditional handling, includingmanual processing, which candelay delivery and increase cost.

Address Hygiene

The addresses inan automation-ratemailing must bematched using aCoding Accuracy SupportSystem (CASS)-certified processwithin 6 months before themailing date. MAILERS+4Address Check does this processfor you.

The USPS requires that 100%of your automated mailing beCASS certified.

Verifying Addresses UsingMAILERS+4

MAILERS+4 makes the process ofstandardizing addresses and addingZIP+4 Codes simple and easy.

1 Click the Address Checkbutton. Select appropriateoptions for this mailing, andclick Go .

2 MAILERS+4 verifies your addressesagainst the USPS National Databaseand displays the results.

3 Select Resolve Addresses andhighlight the address you want toresolve.

CASS Form 3553

Checklist:❑ Standardize addresses and

add ZIP+4 Codes accordingto USPS requirements.

❑ Print CASS Form 3553, signand date it.

❑ Perform optional NCOAprocessing.

❑ Remove costly duplicaterecords.

8

Additional ResourcesDMM 602, 708.3Pub 28 Postal Addressing Standards

QSG 010User’s Manual Chapter 6, 7

Address Change and Correction Services

National Change of Address (NCOA) isan optional move update service that letsyou update your database with the mostcurrent forwarding information (forindividuals, families, and businesses thathave moved) before you mail.

Approximately 15% of the people in yourdatabase move every year. Update yourrecords with NCOA move-update servicefrom Melissa Data and catch all themovers in your database.

MAILERS+4 now offers the option ofSmart MoverTM, which uses the PostOffice’s new NCOALink technology to dochange of address processing from withinMAILERS+4 itself.

What about addressesthat cannot be

standardized, or do nothave a ZIP+4 Code?

Direct mailers have three choiceswhen addresses cannot be resolved(coded.)

1 Do not mail to those people.Depending on your mailinginitiative, it may not be necessaryto mail to them.

2 The mailpiece is sent at a highernon-automation rate. TheMAILERS+4 presort will separatethe addresses accordingly.

3 You can attach a stamp and mail itat First-Class single piece rate.

Preparing Your List forServicing Using MAILERS+4

1 Click Services > Change of Addressand applicable payment options.

2 Format the required fields andstart processing your list.

3 MAILERS+4 will assemble andcompress your list. Submit thecompressed file to Melissa Datausing FTP or E-mail.

4 Update your original list withreturned data. Melissa Data willnotify you via e-mail or telephonewhen your file is ready for return.Average turnaround is within 24hours.

4 Click Resolve . Here you can editthe address and search the databasefor possible matches.

5 Find and highlight the listing thatmatches the Range, Directional,and Street Name for your record.

6 Click Replace to resolve the error,replace the address data in your list,and add the ZIP+4 Code.

7 When you are finished resolvingaddresses, click on Close .

8 Click CASS (Form 3553) andcomplete the on-screen information.

9 Select CASS Print and your CASSForm 3553 is ready for you to take tothe post office.

?????

For more details, call800-800-6245 or visit

www.MelissaData.com/NCOA

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1 Click the Duplicate Checkbutton.

2 Select the search criteria that youwant MAILERS+4 to use to find theduplicate records and click Go .

MAILERS+4 will process and compilethe duplicate records.

3 View the duplicates on screen forediting, or Print out the resultsreport for future attention.

4 To edit records, or mark records fordeletion, refer to the User’s Manual.

Step 4 - Presorting For Postal Discounts

Sortation CategoriesYou can receive a larger discount on

postage if you share the work ofprocessing the mail. When you do some of

On the average, every list has 10% induplicate records. Run Duplicate Check tomark and/or remove costly duplicates.

the preparation and sortation, it saves thePostal Service time and money and theypass the savings on to you.

To receive automation rates, addressesmust be CASS certified, have a ZIP+4 Code,and labels must be barcoded.

To receive non-automation rates,addresses must have a valid 5-digit ZIPCode and presorted packages must berubberbanded.

Miscellaneous pieces are known asresiduals when the addresses have aninvalid ZIP Code, no ZIP at all, or haveinternational addresses.

Identifying Duplicates UsingMAILERS+4

When you run duplicate check andselect “Mark records for deletion”MAILERS+4 will only flag theduplicate records. In order topermanently remove them:

1 Click the Browse button to verifythe marked records. (Indicatedby the checkbox.)

2 Go to Database > Pack andselect “deleted” records.

3 It is recommended to make abackup before processing.Packing will permanently removethe records from your list.

4 Make sure you print the CASSform before packing, or you willneed to run Address Checkagain. Running Pack invalidatesthe CASS form.

How do I removeduplicates from my list?

Checklist:❑ Measure and weigh your

mailpiece and enter in thecorrect data in the PresortWizard.

❑ Select the appropriate presortcategories to sort to.

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10

Additional ResourcesQSG 130, 010User’s Manual Chapter 8

6 The Suggested Mailings listing willshow you what Presort levels yourlist may qualify for, and what levelsit will attempt to sort to, indescending order from the lowestrate. Now click Go to initiatepresorting.

How do I accuratelymeasure my mailpiece?

1 Take 20 assembled mailpieces(including labels, inserts, andrubberbands) and flatten them byhand and release.

2 Measure the height of the stackto the nearest 1/8 inch and enterthis amount as the thickness.

3 Weigh the same 20 pieces to thenearest 0.0001 pound or 0.1ounce and enter this amount asthe weight.

4 Enter in the height and width ofthe piece.

5 MAILERS+4 will do thecalculations per piece and enterthis information on the postagestatement.

Presort For Postal DiscountsUsing MAILERS+4

1 Click the Presort button.2 Select {– New Mailing –}

and click Next>> .3 Fill in Post Office of Mailing

information. (This is where youobtained your bulk permit.) Youshould Save as Default if this isthe only post office you use forbulk mailings. Click Next >> .

4 Mark your selections for MailClass, Mail Piece Type and RateType. Click Next >> .

5 The information you place in theSample Size and Weight screen isvery important for accurate traysortations and weight rates. Enterthe information as accurately aspossible and choose Next>> . ?????

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Step 5 - Forms You’ll Need to Take to the Post Office

After running Presort, the MailingResults Summary screen will show you thefollowing:

• The rate levels your mailingqualified for after presorting.

• The number of pieces and cost ateach rate.

Printing Postal FormsUsing MAILERS+4

Postal Forms andReports

Documentation must begenerated by PAVE certifiedsoftware like MAILERS+4.PAVE (Presort AccuracyValidation and Evaluation) certified by theUSPS means MAILERS+4 meets thestandard of excellence for presort software.Certification at the Gold level is yourguarantee that MAILERS+4 surpassed thestandard qualification criteria forpresorting and accuracy that includesFirst-Class, Standard Mail and Periodicals.

• Your Total Cost and Savings of themailing compared to single pieceFirst-Class postage. Click Next >> .

Checklist:❑ Review the Qualification

Report and PostageStatement and make a copyfor your records.

❑ Prepare to pay the amount ofpostage due on the PostageStatement.

❑ Sign the Postage Statementcertifying you are inaccordance with all USPSrules and regulations.

1 Complete the Postage StatementInformation including the permitholder and payment type. ClickNext >> .

2 Print the Qualification Report for allof the presorted mailings listed.Highlight one mailing at a time(ie: FCM Automation Letters), selectQualification Report and click Print .

3 Select Postage Report>> , highlightthe qualified mailings you want tomail and then Print to get therequired Postage Statement.

4 Click Finish .

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Additional ResourcesForm 3600 Postage StatementUser’s Manual Chapter 8, 10

Qualification Reports: Automation

Postage Statement

Note: The Qualification Report and PostageStatement are required by the USPS and mustaccompany your mailing to the post office.

Non-automation

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Using Proper Type Style➢ In order for your addresses to be

easily read by OCR’s be sure to usethe following guidelines.

➢ Use simple sans serif type (likeArial) with uniform thickness.

➢ No bold, italic, extended orcondensed type styles.

➢ Point size between 8 -12 points.➢ No kerning or overlapping of

characters or words too closetogether.

➢ Address block cannot be skewedmore than 5 degrees. Be carefulwhen attaching labels.

➢ Using uppercase charactersthroughout the address block arepreferred over initial / title caps.

➢ No punctuation.➢ Left-justify every line in the address

block.➢ Use two-letter state abbreviations.➢ Use one space between the city and

state, two spaces between the stateand ZIP+4 code.

Step 6 - Printing Your Address Labels

Formatting Addresses CorrectlyWhile formatting your label, keep in

mind the optical character reader (OCR)scans an address from the bottom of themailpiece to the top.

The Postal Service will deliver the mailto the address designated on the deliveryaddress line, which is always the lineimmediately above the city, state, andZIP+4 line.

Checklist:❑ Verify the data on the label

is printed according toUSPS guidelines.

❑ Verify automation barcodesare not truncated and have62 bars.

What are the Elementsof an Address Label?

RICHARD SCHECHNERSCHECHNER ENGINEERING CORPSTE 3677 MASSACHUSETTS AVECAMBRIDGE MA 02139-4301

➎

City, State Zip+4Delivery AddressSuite / ApartmentCompanyName / AttentionOptional Endorsement LineBarcode

s**************5-DIGIT 02139RICHARD SCHECHNER77 MASSACHUSETTS AVE STE 36CAMBRIDGE MA 02139-4301

?????

➊

➋

➋

➌➍

➏➎

➐

➊➋➌➍➎➏➐

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Additional ResourcesPub. 25 Designing Letter MailPub. 221 Addressing for SuccessNotice 67 Automation Template

1 Click the Print AddressLabels button.

2 Select the appropriate labeldescription from the list byhighlighting it. (i.e. Avery 5161)Select Next >> .

3 At the Template tab, create a newtemplate. Place the appropriatefields for your label design bydouble-clicking the Field Names.Save your template and clickNext >> .

DMM 602, 708QSG 012User’s Manual Chapter 9

Printing Address LabelsUsing MAILERS+4

Do I need an OptionalEndorsement Line?

An Optional Endorsement Line cansave you time and money. Instead ofapplying stickers, MAILERS+4 will printthe endorsement information on thelabel to make packaging easier.

= ***** 5-DIGIT 12345

= ******* 3-DIGIT 123

= ***** MXD ADC 123

= * ALL FOR ADC 123

4 Select the following Sequencecommands: Presort Order, NormalSequence, All Pages and clickNext >> .

5 Select the following PresortOptions: The mailings from theJob List you wish to mail, print theEndorsement Line on all pieces,and a Header Label between traychanges. Select Next>> .

6 Select a compatible printer driverfrom the listing. Selecting WindowsDriver is best for small ink jet andlaser printers and will use yourdefault printer in Windows ControlPanel. Select Next >> .

7 Click Preview to verify your labelswill print as expected, and clickPrint to start printing labels.

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Tray Tag InformationDestination Line - shows the city, state,

and ZIP Code (3 or 5 digits) of thedestination postal facility. When required,the destination facility prefix (for example,“ADC”) is used.

Content Line - shows the mail class,processing category, and other informationrequired.

Office of Mailing - shows the origin orentry post office.

Additional ResourcesDMM 707.21User’s Manual Chapter 9

Step 7 - Printing Required Tray Tags for Containers

Printing Tray Tags UsingMAILERS+4

1 From the Print menu,click the Tray Sack Tags button.

2 Select all the mailings from theJob List.

3 Select the appropriate tag from the“Tray List.” Usually 2-up for laserand ink jet printers.

4 If you want to print your tags out onplain, non-perforated card stock,MAILERS+4 can Draw Border linesaround each tag so you can easily,and accurately, cut them out.

5 Include the Job Number andContainer Number on the tag.

6 Select your Print Range: All Trays andprint your tags by clicking Print .

Checklist:❑ Ensure tray tags are printed on

correct paper stock, color, andsize.

❑ Verify barcodes are nottruncated when torn apart, ifusing pre-perforated paper.

Destination Line

Content Line

Office of Mailing

❶❷❸

❶❷

❸

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Additional ResourcesDMM 708.4QSG 810, 010

Step 8 - Putting Labels on the Mailpiece

Mailpiece Clear ZonesSeveral places on the address side of a

mailpiece are reserved for addressing andrelated information only. Always haveyour post office check the validity of yourmailpiece before applying labels.

OCR Read Area - Extraneous(non-address) printing in the OCR readarea can cause therejection of the mailpiece.Be sure to have at least1/2” all the way aroundthe label.

You may placenon-address printingsuch as company logos,advertising, and die cutswithin the OCR read areaonly if you position thisprinting so that the lowestpoint is above the deliveryaddress line.

Return Address - The return address mustbe above the OCR read area and should beprinted in a type size smaller than the typesize used in the delivery address.

Barcode Clear Zone - To ensure that thebarcode is readable by barcode sorters, thebarcode clear zone must be clear of allprinting, markings, and colored borders.

Address LabelsBe sure to use address labels that are at

least 3” long to ensure proper fit of thebarcode. When applying labels to yourmailpiece, be sure to place the label asstraight as possible within the OCR readarea so there is less than a five degreeskew.

*********************5-DIGIT

Recipient Name

Delivery Address

City State ZIP Code

Checklist:❑ Peel labels in order from left to

right, top to bottom.❑ Keep labels and mailpieces in

the same order as theQualification Report.

❑ Place labels in the properlocation– with less than fivedegree correct skew– on themailpiece.

❑ Ensure OCR readabilityaccording to USPS guidelines.

5°

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Step 9 - Assembling Your Mailpieces Into Containers

First - Label TraysPlace a tray tag securely in the label

holder on each tray. Do not tape labelsonto trays or label holders. Do not makehandwritten changes to preprintedbarcoded labels—the machines read onlythe barcode.

In the above example, placethe 9 groups from 44115 intothe tray labeled 44115.

Front

Back

Second - Prepare Automation Sorts

Trays usually come in 1-foot and 2-footlengths. Look at the Qualification Reportin the “Tray Size” column to determinewhich to use.

When placing pieces or packages intotrays, make sure the addresses face thefront of the tray.

Checklist:❑ Insert barcoded tray tags into

holders.❑ Place mailpieces into trays

according to the QualificationReport.

❑ Sleeve appropriate trays.

It is easiest to startassembling theautomated pieces firstbecause packaging is notallowed. Since theendorsement line reflectseach tray, match uppieces to the “Tray Zip”and “Tray Level”categories on theQualification Report andplace the mailpieces intothe tray. Pieces in fulltrays should not berubberbanded.

******5-DIGIT 44115

Recipient Name

Delivery Address

City State ZIP Code

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Additional ResourcesDMM 235.6, 233.3, 301.3QSG 130, 140

How do I rubberbandpackages??????

If your package is 1”-6” thick, place thefirst rubberband lengthwise, and thesecond rubberband around the height.

If your package is less than 1” thick, onlyplace one rubberband around the height.

Fourth - Sleeve & Strap Trays

Sleeve all the traysand strap non-localtrays for transport.Strapping in notrequired for traysgoing to your localpost office. See yourBusiness Mail Entry Unit(BMEU) manager for details.

ReReportNext, assemble thepackage-based non-automationmailing. Now, the endorsement linereflects packages, not trays. Thesenon-barcoded pieces must berubberbanded according to thegroupings, “Package Destination,”on the Qualification Report and thenplaced in their corresponding trays.

Third - Prepare Non-Automation Sorts

In this example, each 5-DG packagegets placed into its respective tray.Rubberband package 78701 and packageM926 and place in the tray labeled 926.

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Step 10 - Take It All to the Post Office

Verification & Acceptance of MailAll presorted mailings are deposited at

their designated Business Mail Entry Unit(BMEU) or drop points with completed,accurate postage statements.

Business mail acceptance clerks willmake sure your mail is properly preparedso that the Postal Service can efficientlyprocess and deliver it. They will checkyour mailing for correct postage payment,correct endorsements, proper addressing,and the contents’ eligibility for the class ofmail indicated. They will also check to seewhether the mail is properly sorted andbarcoded.

If problems are discovered with thepreparation of your mailing, you maycorrect the errors, or pay additionalpostage to compensate the Postal Servicefor the errors found.

Remember, the BMEU acceptance staff isthere to help you. They want your mailingto be a success. Using First-Class Mail fordirect mail delivery is the most effective,efficient way to communicate with yourcustomers and prospects. As you gainexperience preparing mailings, you’ll seehow easy it can be.

Business Mail Entry Unit (BMEU)

Name of Unit Manager Extension

Additional Contact Extension

Address

Telephone Number

Telephone Number (Account Balance Information)

Hours of Operation

Sources of Postal Information

Postal Business Center (PBC)

Address

Telephone Number

Hours of Operation

22382 AVENIDA EMPRESA

RANCHO SANTA MARGARITA, CA 92688-2112

800-800-6245OFFICE HOURS: MON - FRI 8 AM - 5 PM PSTTECH SUPPORT: MON - FRI 6 AM - 5 PM PST

Checklist:❑ Signed CASS Form 3553.❑ Signed Postage Statement.❑ Printed Qualification Reports.❑ Sleeved and strapped trays.

❑ Payment ready.❑ Deposit mail early in the day.❑ Pick up extra supplies.