When we release direct mail files to a printer, we always send a mock-up so they can see the component order and advise us on any possible errors in production. Does the address bar code clear the window? Does the teaser show through the second window? Will the glue on the BRC seal our pieces together?

Seal our pieces together? That’s right.

See, it’s hot in summer. And in some parts of the world, it’s so muggy the mail actually feels wet. So you have to consider what the glue strip might touch.

Here’s an example of a really cool “UnPicnic” mailing concept we received from CARES, a non-for-profit that we support:

Here’s what happened when I pulled the mailer apart:

As you can see, part of return envelope’s glue melted en route, causing the copy on the invite to be illegible. Minor thing, right? Perhaps. But it could stop people from donating if they can’t read key words.

I didn’t write this to bag on CARES, I love the organization (you should donate to them!). I felt it was important for all of us to consider component order when mailing. A simple sheet of tissue or a different type of envelope (or glue) could alleviate the situation.

Stay sharp in production, and reap more rewards from your mailings.