by DPS Magazine
The March issue of DPS Magazine looks at advancements and advancement of mailings with integrated technologies. However, it is also important to address the challenges.
Brook Spaulding, BW Converting senior account manager, East Coast, W+D Brand, admits that this is an area where misunderstandings are common. “A mailpiece might run perfectly on the inserter, but still create problems downstream if rigidity, thickness, or balance is off. USPS automation has very specific requirements, and technology elements can unintentionally push a piece outside those limits. That’s why testing beyond the production floor is so important. Successful tech-enabled mailpieces are designed with the entire mailstream in mind, not just the envelope converting or inserting processes.”
Spaulding points out that mailpieces with embedded electronics require careful consideration because they introduce additional thickness and rigidity into the mailpiece. “Our equipment can handle these applications, but they have to stay within defined mechanical parameters.”
Placement is especially important. “Components need to be located where they won’t interfere with feeding, folding, or transport through the system,” offers Spaulding.
To ensure high read rates and damage-free processing, Crawford recommends designing high-contrast envelopes that view favorably on the low-resolution grayscale scanned image preview with the USPS Informed Delivery notification. “One common mistake when incorporating integrated technology, specific to USPS promotions, is not taking advantage of tying in executable links within USPS Informed Delivery. Doing so allows customers to interact with marketing offers prior to physical mail reaching their mailbox.”
For quality, Kevin Crawford, regional business development manager, Quadient Digital Print Group, suggests that QR codes on primary insert documents are scanned and all inline processes for mailpieces are executed and tracked through the system. “Inline integrity checks allow us to blind match non-windowed mail contents with the correct address recipient printed on the envelope.”
Vision or verification modules to confirm QR/NFC/AR elements are available and increasingly important as technology-enabled mail becomes more common. “Inline vision systems allow mailers to confirm that elements like QR codes are present, properly placed, and readable in real time. That kind of verification reduces risk significantly. Instead of discovering an issue after thousands of pieces have been produced, problems can be caught and corrected immediately,” says Spaulding.
Piece-level accountability is becoming increasingly important, especially for campaigns tied to USPS promotions or regulatory requirements. “While some of that data is generated upstream or downstream, our systems are designed to integrate cleanly into those broader reporting and tracking ecosystems. The end goal is transparency. Mailers need documentation that shows the piece was produced correctly and met the required standards,” notes Spaulding.
Remember that the technology itself doesn’t guarantee success. “These tools only work when they’re paired with good data, smart creative, and disciplined production. Integrated technology is an enabler, not a shortcut. When it’s used thoughtfully, it can dramatically increase the value of direct mail,” adds Spaulding.
Mailers are able to start small with QR codes and variable data elements that are cost effective and easy to integrate into existing workflows. However, advanced formats—including pieces with embedded electronics—find success as long as the components are designed within mechanical limits. “Things like thickness, flexibility, and location on the piece matter a lot more than people sometimes expect,” comments Spaulding.
Mar2026, DPS Magazine
