How to Mail Brochures? USPS Options, Design Rules, and More
Brochure marketing is a tried and tested way of introducing your brand and offerings to potential customers offline. These folded prints are considered must-haves at trade shows, orientations, and company events.
But brochures aren't limited to in-person handouts. Did you know you can also mail them directly to your customers? Whether you're targeting specific clients or reaching out to entire neighborhoods, this article will walk you through the basics of mailing brochures via USPS. From direct mail to Every Door Direct Mail (EDDM), you'll learn how to make the most of brochure printing without leaving your desk.
What are the available mailing options?
Before you send out your brochures, it's important to know which mailing option fits your goals. Each one has its strengths, depending on your scheduling, target audience, and budget.
- First-Class Mail
- USPS Marketing Mail (Formerly Standard Mail)
- Every Door Direct Mail (EDDM)
If speed matters and you want your brochures to arrive fast, first-class mail is your best bet. This mailing option offers to deliver your brochures within 1–5 days and includes perks like return-to-sender service and forwarding for undeliverable mail.
It is best for mailing fewer than 500 copies, so it’s great for smaller, highly targeted campaigns. Use it when timing matters, like limited time offers, event invites, or reaching VIP customers with a personalized touch.
This is the go-to option for bulk brochure mailing. While it’s not the fastest route, the USPS marketing mail is one of the most cost-effective, especially for larger campaigns. This targeted mailing option works well if you want to reach a specific customer list within a broader area over time. Great for consistent promotions, holiday sales, seasonal events, or brand awareness efforts.
EDDM is perfect if you don’t have a mailing list but still want to get your brochures into as many hands as possible. Simply provide an area where you want your promotions mailed and USPS will deliver your brochures to every home and business in that area.
EDDM works especially well if you’re putting up a new business within the community, promoting a local event, or trying to grow your customer base in a specific neighborhood.
What are the requirements for mailing brochures?
Before you drop off your brochures in the mail, you need to make sure they meet the design and size requirements set by USPS. These ensure your brochures qualify for bulk or automation mailing rates and avoid extra charges.
Brochure sizes
Folded brochures sent without envelopes should meet machinable letter standards to be accepted at lower mailing rates. These include:
- A final folded size between 5" to 6.125" height, and 7" to 11.5" length
- An aspect ratio (length divided by height) between 1.3 and 2.5
- Rectangular shape and should have uniform paper thickness between 0.007" and 0.016".
If your brochure falls outside these dimensions, it may be classified as flat, which may incur higher postage costs.
Custom folding requirements
Choose a brochure fold that complies with USPS folding standards, such as any of the following:
- Half-fold: The brochure folds once down the middle to create two equal panels
- Trifold: Two folds that split the brochure into three panels by folding it twice, one panel over the other.
- Z-fold: A trifold variation where the three panels open in a zigzag, accordion-like shape.
- Gate-fold: An uneven folding where the outer panels meet inward in the center, opening and closing like a gate.
To qualify for automation rates, the final folded edge must be positioned at the bottom when the brochure is face-up with the address side showing.
Correct address and barcode placements
Mailing brochures without envelopes requires proper address and barcode placement. Reserve the lower half of the right panel for mailing details and be sure to include following:
- The delivery address, with at least a 1/8" margin
- The return address in the top left corner
- Postage or indicia in the top right corner
- A barcode clear zone that is 4" wide and 0.625" high, located 5/8" from the bottom edge
Proper placement ensures your brochures are machine-readable and eligible for automation discounts.
Seal folded brochures
If you are mailing brochures without envelopes, these must be sealed using wafer seals, also known as tabs.
- Two tabs: one on the top and one on the side
- Three tabs for brochures weighing more than 1 oz
- Tabs should be between 1" and 1.5" in diameter
Sealing your brochures correctly keeps them intact and prevents them unfolding during delivery. This also ensures that they pass the USPS sorting systems smoothly.
Note: The USPS does not allow staples in automation-eligible brochures.
Other brochure mailing tips
To get the most out of your brochure mailing campaign, here are some additional tips that can help improve accuracy, save time, and ensure your materials arrive in great shape.
- Keep your address list updated
- Always maintain a clear and organized list of your customers, including their full names, accurate addresses, and zip codes.
- Make sure to update your list regularly. Remove inactive contacts, fix address errors, update contact information, and add new customers as they come in.
- Set a realistic schedule
- Always factor in time for designing, proofreading, and printing of your brochures. Try to accomplish all brochure requirements in advance before mailing them.
- Keep track of delivery days, especially with USPS marketing and EDDM, so that brochures arrive at the right time for the sales, events, or seasonal offers.
- Proofread your brochure design
- Take the time to check spelling, grammar, contact details, and any promotional offers to ensure accuracy.
- Confirm that the layout follows USPS mailing guidelines and is eligible for your chosen mailing system.
- Work with a professional mailing service and printer like NextDayFlyers
- We can manage everything from printing and folding to bundling and mailing, saving you both time and effort.
- We'll follow your mailing list precisely. If you're going the EDDM route, we can help you target the right neighborhoods for broader reach.
Mailing brochures is a smart way to expand your brand’s reach and inform more people of what your brand has to offer. While USPS services have many requirements, the benefits of brochure mailing make it worth the mailing effort.
Let new customers and old clients reconnect with your brand through mailed brochures, opening a new way for your brand to be seen and remembered.