The spec, line by line
| Spec | What to say | Why it matters |
|---|---|---|
| Finished size | e.g. 6 x 11 in | Decides postage shape and price |
| Paper | Weight and finish, e.g. a heavy cover stock, gloss or matte | Stiffness in the mail and how it feels |
| Ink | 4/4 (full color both sides) or 4/1 | Cost and impact |
| Coating | Gloss, matte, or uncoated on the address side | Look, protection and writability |
| Bleed | Yes, usually 1/8 in | Color to the edge with no white slivers |
| Quantity | The exact count, plus spares | Price per piece falls as runs grow |
| Finishing | Folding, scoring, perforating | Each adds a step and cost |
| Proof | Digital PDF or printed | What you approve before the run |
Paper
Heavier paper feels more substantial and holds up better in the mail. Postcards need a stiff cover stock. Self-mailers and letters use lighter text stock. Ask your printer what they recommend for your size and mail class, because pieces that are too thin can fail USPS requirements: letters, for instance, must be at least 0.007 inches thick, and at least 0.009 inches if they're over 6 x 4.25 inches.
Coatings
Gloss makes color pop. Matte reads more calmly and resists fingerprints. If anyone will write on the piece, or if the address is printed after coating, check that the address area takes ink. Many printers leave it uncoated.
Proofs
Always approve a proof. Check spelling, phone numbers, offer dates, the indicia or postage area and the address position. A digital proof is fast. A printed proof shows true color and paper but takes longer.
Quantity
Printing has a setup cost, so the price per piece drops as the run grows. Ask for prices at two or three quantities. Print a few extra for samples and for any pieces spoiled in addressing.
FAQ
What paper should I use for a direct mail postcard?
A stiff cover stock that survives the mail. Ask your printer for their standard postcard stock for your size.
What does 4/4 mean in printing?
Full color (four process inks) on both sides. 4/1 is full color on one side and one color on the other.
Do I need a proof?
Yes. It's your last chance to catch an error before thousands of pieces are printed.