What is a direct mail print proof?
A direct mail print proof is the reviewable version of the mailpiece before production release. It shows the creative, address area, variable data, response path, and any fields that must be approved or corrected. Keep that decision next to the campaign ID so later measurement stays auditable.
The proof is not only a design screenshot. It should be a workflow record with a version, reviewer, approval state, source data, and batch relationship.
What should the proof record include?
A useful proof record should show the visual output and the decision context that allowed the batch to move forward. Record the owner and timestamp so the next batch can reuse the same release checks. Leave the audit trail readable without opening a spreadsheet.
| Proof field | Why it matters |
|---|---|
| Template version | Connects the proof to the reusable layout. |
| Final artwork | Shows the visible creative that will print. |
| Address block | Lets reviewers inspect recipient and delivery-address layout. |
| Variable fields | Shows names, offers, dates, QR codes, and fallback values. |
| Seed records | Provides internal examples or monitor records inside the proof review workflow. |
| Approval state | Records reviewer, timestamp, and release decision. |
| Batch context | Shows which audience or batch used the approved proof. |
How are seed records handled after the merge?
Seed records are now part of this proof and approval page. A seed record should be treated as an internal review or monitoring row that helps the team inspect the final output and later confirm the batch record. Save the review result with the mailpiece ID before the batch moves forward.
The useful claim from the old seed-list page is not a standalone definition. It is the workflow placement: seed records should be visible beside proof version, batch ID, address review, and audit trail before release.
How should variable data be proofed?
Variable data should be proofed with representative records, fallback values, and hold rules. If a required field is missing or unsafe to print, the workflow should hold the record or route it for review. Preserve the exception reason so operators know why a row was held or released.
For the template-level data contract, see the postcard template hub. For source events, see the event payload guide.
How does proof approval connect to batch release?
Proof approval should happen before a batch is released. The approval record should state which proof version, audience count, held records, reviewer, and timestamp were used for the batch. Keep the source system key attached so CRM joins stay trustworthy after delivery.
Connect the proof to the approval queue, mail batch, and audit trail so the final mailing remains explainable.
What should a proof not decide?
A proof should not decide address eligibility, suppression, duplicate-send windows, or response measurement by itself. Those decisions belong to list hygiene, send rules, and measurement records. Document the acceptance rule so repeated campaigns do not invent new criteria mid-flight. Leave the audit trail readable without opening a spreadsheet.
A proof is a release-control artifact. It should show what will print and who approved it, not replace the surrounding workflow.
FAQ
What should a direct mail print proof include?
It should include final layout, address block, postal marks, variable fields, fallback values, response paths, seed records, proof version, reviewer, approval state, and batch context.
Are seed records separate from proofing?
No. Seed records are best handled inside the proof and approval workflow, where they can support review, batch checks, and audit records.
Sources
Make proof approval visible before release.
Sendvo is a direct-mail platform for teams connecting audience data, postcard design, triggered sends, USPS tracking, and audit records.
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