Rising Postal Rates? Don’t Cut Down the Direct Mail
A recent announcement from the U.S. Postal Service has everyone and their brother wondering what these new rates are going to mean for them and their bottom line. What will change, how much more it will cost, etc.? The good news is that direct mail marketing is still a viable option in spite of the rising postal rates — as long as you take appropriate precautions to keep up with your mailing list or customer base.
The best thing you can do right now is to stay informed about this changing landscape so that you’re not caught off guard when mailing time comes around again. That way, you’ll be ready to react swiftly and appropriately when necessary (and have a few bucks left over in your pocket).
The Best Ways to Manage the Postal Rates
There are some alternatives that can make your mailing more efficient and cost effective. The first thing you should do is to check whether a list broker offers bulk mailer services that can help you reduce your costs. I’ll discuss this in greater detail later on, but the good news is that you can still take advantage of the USPS Bulk Mailing Program to save money when you’re mailing over 20,000 pieces of direct mail or marketing materials.
The other thing to watch out for is whether or not you’re wasting money on mail postcards and mail flyers with oversized envelopes. When I was working at a company in Chicago, we had a client who was mailing 8.5x11 inch 3-fold brochures with 6x9 inch envelopes — which made the mailer too big to fit in the USPS mailbox. So instead of being dropped right into the mailbox like it should have, it would end up sitting on top of the bin or on top of someone’s car parked next to the mailbox.
With that in mind, you should also consider whether or not you’re mailing the right type of direct mail for your business. For example, do you need a postcard or a flyer that tells someone about your new product/service or do you need something “bulkier” like a tri-fold brochure? Do you need to send out coupons and discounts to get people to buy from you or could something more effective like a postcard work better?
You’ll save money with direct mail marketing if it’s done correctly, which means that it makes sense for your business and properly represents the image that you want to project. If you’re a small business owner, then direct mail marketing can still be an essential part of your marketing campaign and your business.
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