OTTAWA—Canada Post is taking new steps to help printers sell direct mail with the introduction of new machinable mail specifications.

The postal giant is allowing horizontal addresses on envelopes, while also introducing extended address zone specifications, which can be viewed in detail here. "Quiet zones", the amount of space required to be left blank on an envelope, has also been reduced, leaving more room to be creative.

Last Spring, Canada Post launched a new Partner Program and is in the process of expanding it.

"In essence, this program enables authorized 'partners' (mostly printers and direct marketers) to resell our services," noted Anick Losier, Canada Post's director of media relations. "These are added services to their toolbox they can now offer directly to their customers. By doing so, Canada Post wants to grow not only its direct mail business, but also contribute to the growth of the industry overall."

Losier added, "We've implemented a number of initiatives over the past six months to help grow the direct marketing business - not only for Canada Post, but for the industry as well. Our investment in postal equipment allows for more flexibility and we hope our mailers will reap its benefits."

Visitors to Print World will have many opportunities to learn about the new rules from Canada Post representatives as well as authorities from the National Association of Major Mail Users (NAMMU), which is holding its National Postal Forum at the show.