Direct Mail Best Practices

What this is

This guide provides best practices and design requirements for Direct Mail campaigns in Propensity.

It includes:

• Design guidelines

• Export requirements for all available Direct Mail formats

• QR code setup instructions

• Launch timing considerations

• Printing specifications

• Additional delivery and pricing information

Direct Mail is not limited to US-based campaigns. As a channel, it can be a valuable part of any ABM strategy, helping your brand create a memorable, tangible touchpoint with target accounts wherever they're located. Whether you're targeting domestic or international accounts, a well-designed mail piece can stand out alongside your digital outreach.

When to use this

Use this guide when:

• Preparing Direct Mail creatives

• Uploading Direct Mail assets into Propensity

• Configuring a Direct Mail Play

• Generating QR codes for mail pieces

• Planning Direct Mail launch timing

• Reviewing print requirements before upload

Available Direct Mail formats

Propensity supports the following Direct Mail play types:

Each format has its own Dimensions Guide with a full visual template, including bleed, safe zone, and clear zone. See Preparing your Direct Mail design below for where to find it.

Selecting or changing your Direct Mail format

To create a new campaign with a specific Direct Mail size:

1. Go to Campaigns

2. Click New Campaign

3. Select Contact Based Marketing

4. Enter the details about your campaign

5. In Select Channels, choose the mail size(s) you would like to use

To change the Direct Mail size on an existing campaign:

1. Go to Playbook

2. Click New Play

3. In Play Type, select the mail type you want

See Available Direct Mail formats above for the full list of Play Types and sizes.

Preparing your Direct Mail design

If you need a direct mail template, open the Dimensions Guide for your Play type to get the exact template, or search Canva for a postcard or direct mail template and adapt it to the requirements below.

Before uploading your final design into Propensity:

1. Navigate to the Direct Mail Play inside your ABM Campaign Playbook

2. Click View to open the Play

3. Open the Dimensions Guide PDF listed on the Play to see the exact template size, bleed, safe zone, and clear zone for your format

4. Edit the Play

5. Add your QR Code URL

6. Click Generate QR Code

7. Add the generated QR code to your design

8. Upload the final asset into Propensity

Design instructions

Safe zones and edges

Keep important content inside the safe zone of the template.

Background graphics and non-essential visual elements may extend beyond the safe zone into the trim and bleed areas.

However:

• Text should remain inside the safe zone

• Logos should remain inside the safe zone

• QR codes should remain clearly visible and unobstructed

Safe zone and clear zone dimensions vary by format. See Required dimensions below.

Export requirements

File format

Direct Mail assets can be exported as:

• PNG (.png)

• JPEG (.jpeg)

Letter and Self-Mailer formats can also be exported as a single print-ready PDF.

Required dimensions

Postcards

Keep the design horizontal. Export front and back as two separate files.

The uploaded file must match the exact pixel dimensions listed above for your format. Incorrect dimensions may prevent upload or impact print quality.

Keep the clear zone on the back free for the recipient address and barcode.

Letters

Keep the design vertical. Export Page 1 and Page 2 as two separate files, or as a single print-ready PDF.

Standard Window: On Page 1, position the address box 0.75 in from the left and 1.75 in from the top. Nothing but the recipient address may appear inside the address box. Avoid dark backgrounds behind it so the address stays readable.

Extra Large Window: The window area is 5.04 x 3.0 in, starting 0.49 in from the left and 0.49 in from the top. Only the lower 1.59 in of the window is the address box and must stay completely clear. The upper part of the window is visible once the letter is enveloped, so treat it as a second cover: keep it simple, high contrast, and free of anything that could be mistaken for address data.

Self-Mailers

Export front and back (or outside and inside spreads) as two separate files, or as a single print-ready PDF.

8.5x11 Self-Mailer: A self-mailer travels without an envelope. It is folded and sealed, so the address and indicia print directly on the piece. On the back, position the address and indicia box 4.2 in from the left, with its lower edge 5.3 in from the top. Avoid placing small text or thin rules where the fold falls.

17x11 Self-Mailer: The sheet folds in half down the center to an 8.5x11 in mailer. On the outside spread, position the address and indicia box on the back panel, left of the center fold, 3.24 in from the left and 0.32 in from the top. Keep type and logos at least 0.25 in clear of the fold line (center, 8.62 in).

Direct Mail Example

The example below shows the 6x9 Postcard format. For visual templates of other formats, open the Dimensions Guide for your Play type.

Front:

Back:

Launch timing and delivery expectations

Direct Mail campaigns require processing and delivery time after launch.

When scheduling a Direct Mail campaign:

• The launch date represents the date the mail piece begins processing for delivery
• Direct Mail campaigns should generally be launched at least 1 business day in advance
• Saturdays are excluded from processing timelines
• Delivery timing may vary depending on the destination address and mailing region

After processing, delivery may take several additional days depending on postal routing and recipient location.

QR code best practices

When using QR codes:

• Ensure the QR code remains fully visible
• Avoid placing QR codes near trim edges
• Test the QR code before exporting the final asset
• Ensure the QR destination URL matches the campaign experience and landing page

Direct Mail analytics

Undelivered mail pieces are returned to the mail house.

The mail house tracks and monitors returned mail activity, and Propensity can provide updates upon request.

Pricing

Direct Mail pricing varies depending on the number of contacts targeted within the campaign.

Pricing can be estimated using the Direct Mail pricing calculator.

Paper quality and weight

Standard stock for Postcards uses:

• 300gsm coated silk card

Important notes

• Direct Mail assets can be uploaded as PNG or JPEG files. Letter and Self-Mailer formats can also be uploaded as a print-ready PDF
• Uploaded assets must match the required dimensions exactly for your format
• Launch dates should account for processing and delivery time
• Delivery timelines may vary depending on recipient address
• QR codes should be generated through the Direct Mail Play before final export