While most direct mail pieces in the market still follow the standard square or rectangular format, a uniquely shaped direct mail piece can immediately capture attention when recipients open their mailboxes.
Hongkong Post’s Custom Shape Direct Mail Service is designed for businesses looking to create a more memorable customer experience. By transforming promotional materials into distinctive shapes, your direct mail campaign can start telling your brand story the moment it reaches residential and commercial addresses.
What is Custom Shape Direct Mail Service?
Custom Shape Direct Mail Service is a special option under Hongkong Post’s Hong Kong Circular Postal Service (HKPCS).
Unlike standard direct mail, which is generally limited to rectangular or square formats, this service allows businesses to create mail pieces with customised shapes that match their brand identity, product design or promotional concept.
The service is mainly designed for unaddressed direct mail campaigns, making it suitable for SMEs and brands that want to reach targeted residential and commercial customers within specific areas.
Three Key Benefits
Break Away from Traditional Rectangular Designs
No longer limited by conventional formats, businesses can transform direct mail into a creative promotional piece that attracts attention and increases campaign appeal.
A unique shape allows brands to create a stronger first impression and deliver their message in a more engaging way.
Create a Memorable Brand Identity
The shape of the mailer can directly reflect your product or brand image, such as a beverage cup, product silhouette or mascot outline.
This helps recipients instantly associate the design with your brand and strengthens overall brand recall.
Stand Out Among Ordinary Mail
When surrounded by stacks of standard rectangular mail pieces, an eye-catching shaped mailer naturally attracts more attention.
This can help improve visibility, increase opening rates and encourage further customer engagement.
Mailing Requirements and Specifications
To ensure successful delivery of Custom Shape Direct Mail, businesses should understand the following requirements:
Sample Approval
Before mass production, senders must submit a physical sample to the designated post office for review and obtain written approval.
Businesses should not proceed with large-scale printing before approval, as rejected designs may result in unnecessary production costs.
Designated Post Offices
Applications can generally be handled at:
- Central Post Office
- Kowloon Central Post Office
- Tsuen Wan Post Office
It is recommended to contact the relevant post office before submission to confirm the latest requirements.
Size Requirements
- Maximum size: 220 × 150 mm
- Minimum size: 90 × 140 mm
Thickness Requirements
- Maximum thickness: 5 mm
- Minimum thickness: 0.1 mm
Weight Limit
Each mail item must not exceed 150g.
Material Requirements
Only printed paper materials are accepted. Mail pieces made from other materials are not permitted.
Indicia Requirements
The postal indicia must be printed on the top right corner of the mail piece.
If the available space is too narrow, it may be printed on the upper section of the mail piece.
Appearance Requirements
- The opening edge must be properly sealed with adhesive tape.
- Any enclosed materials must be evenly distributed.
- No perforated cutting lines or exposed openings should remain on the mail piece.
These requirements help prevent damage, separation or delivery issues during handling.
Shape Restrictions: Designs to Avoid
Not every creative shape will be approved. The following designs are more likely to be rejected:
Long Tail Designs
Long and narrow protruding sections may bend or break during transportation and delivery.
Shapes That May Be Confused with Other Mail Items
For example, snake-like shapes may affect sorting efficiency and handling procedures.
Sharp or Pointed Designs
Sharp edges may create safety concerns for postal staff or damage other mail items.
Excessively Complicated Shapes
Overly irregular designs may increase difficulties in sorting, transportation and delivery.
Before starting your design, it is recommended to review Hongkong Post’s official examples of suitable and unsuitable shapes to reduce approval delays.
Suitable Businesses and Applications
Custom Shape Direct Mail is particularly suitable for:
- Brands with products featuring distinctive shapes, such as food, lifestyle products or fashion accessories
- New product launches requiring stronger brand recognition
- Seasonal or festive promotions using themed designs
- Businesses looking to stand out in mailbox marketing campaigns
Application Process
- Prepare a physical sample and submit it to the designated post office for approval.
- Obtain written approval before proceeding with mass printing.
- Follow the minimum mailing quantity requirements (normally starting from 1,000 pieces per mailing for standard circular postal services).
- Combine with Hongkong Post’s online mailing platform to select target delivery areas and customer segments.
Conclusion: Turn Direct Mail into Your Brand’s First Impression
From design specifications and sample approval to shape restrictions and mailing procedures, every step of Custom Shape Direct Mail requires careful planning to avoid delays caused by non-compliant designs.
To maximise the effectiveness of this service, businesses should focus on:
- Submitting samples early for approval
- Avoiding common design issues such as long protruding shapes, sharp corners and overly complicated outlines
- Planning production timelines according to Hongkong Post’s minimum mailing requirements
With the right approach, a creative shaped mailer can leave a stronger impression than multiple ordinary flyers and help your brand stay memorable among customers.
However, from initial concept development and sample production, to postal approval, mass printing and final delivery, the entire process involves considerable time and administrative work.
This is where FlyerKing’s Direct Mail Service creates value.
With extensive experience in Hong Kong direct mail campaigns, FlyerKing understands Hongkong Post’s mailing requirements. From evaluating the feasibility of custom shape designs, preparing samples and managing approval processes, to printing and delivery arrangements, our team provides a one-stop solution that saves you time and effort.
You can focus on developing creative ideas, while we handle the execution.
If you are planning your next direct marketing campaign and want your brand to stand out from ordinary mailbox promotions, contact FlyerKing Direct Mail Service today.
Let us create a customised direct mail solution that is both compliant and attention-grabbing.
Create a Shape That Makes Your Brand Stand Out Before It Is Even Opened｜Contact FlyerKing ›