Rising Postal Rates? Don’t Cut Down the Direct Mail
Everyone knows that direct mail can be a powerful tool to reach new customers, but with postal rates on the rise, so are the costs of creating and mailing your marketing campaigns. The good news is that there are ways to reduce your postal rates and save some money on postage.
In this post we give you seven easy ways to cut down on your postage while still reaching consumers in a timely fashion. These include reducing delivery cycles, using metered mail, partnering with another company's direct mail program (e.g., grocery store), as well as increasing quantity of each item mailed.
1) Reduce Delivery Cycles. Maybe your postal rates are climbing, but you're still receiving hundreds of letters every day. To save money, reduce the number of days to deliver each piece of mail by using a different delivery method. Have you considered using a metered box? Some companies that send out a lot of direct mail (such as banks and credit card companies) use metered boxes for billing purposes. With the customer's permission, the company will schedule their delivery for a specific time. The customer can use the box to have their mail delivered on specific days, thus saving money on postage costs.
2) Use Metered Mail. Instead of using a flat rate envelope or a standard mailbox, why not use metered postage? Most U.S. post offices allow businesses to use metered mailboxes, which are essentially mailboxes that are paired with meters that allow the consumer to pick up their mail at specific times. Because it is based on time, there is no need for flat rates to apply and businesses save money because they don't have to pay flat rates for every letter they send out.
3) Partner With Another Company's Direct Mail Program. Do you know one other company in your industry that uses direct mail? If so, consider partnering with them and outsourcing your printing and mailing needs in order to reduce postage costs. For example, if you provide a service for the real estate industry and another company you know does the same, consider working together. Do you each have your own lists? Why not combine your lists, saving on printing and postage costs? This reduces the cost of doing business for both companies.
4) Increase Quantity of Each Item Mailed. If your direct mail program is still in its early stages, consider trying out different quantities to see which works best for you. For example, what if instead of sending out one set of letters every month, try mailing two sets? Or four sets? Try varying the quantity and see how each quantity affects response rates.
5) Use a Supplier of Your Choice. If you choose to be your own supplier, it is important that the vendor you use is cost-effective and able to deliver on time. By using a vendor whose rates are lower than postal rates, you can save on postage costs. But there's one problem: if you're not careful, you could end up paying an additional premium for the convenience of being your own supplier. (For more information see this guide.)
6) Send Letter Mail Instead of Bulk Mail. In addition to reducing postage costs, switching from bulk mail to letter mail can also have other advantages, such as speeding up mailing cycles and reducing the risk of postage overprinting or falsified addresses.
7) Use Different Mailing Methods. If you're sending out a letter of your own design to customers, you can also save money on postage. Instead of using a flat rate envelope, consider using letter mail. Just make sure the return address is legible and that the company name is easy to read. Having a well-planned campaign allows you to track the results, enabling you to improve your direct mail program and make it more efficient for years to come.
How have you cut back on postage costs? Share your ideas with us in the comments section below. For more information on renting equipment or improving your direct mail program, visit our online resource center at www.PostageMasters.com.
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