Postage rates are on the rise once again, and while the post office claims the meager increase is "small" and essential in addressing the economic crisis the government agency faces in their October 2011 press release, those few cents make a deep dent in the wallets of bulk and direct mailers. Highlights of the new single-piece First-Class Mail pricing, effective Jan. 22, 2012, include:
Letters (1 oz.) – 1-cent increase to 45 cents
Letters additional ounces – unchanged at 20 cents
Postcards – 3-cent increase to 32 cents
Letters to Canada or Mexico (1 oz.) – 5-cent increase to 85 cents.
Letters to other international destinations – 7-cent increase to $1.05
ADDITIONAL PRICE ADJUSTMENT HIGHLIGHTS:
■■ The price increase for Standard Mail Letters is slightly below the overall average at less than 1.9 percent
■■ A new 3-month pricing option will be available to rent PO Boxes for people on the move and others that need a PO Box for a shorter time period.
■■ Delivery Confirmation will be free for several parcel products as the Postal Service continues to make tracking an integral component of parcels mailed at commercial rates.
So how can direct mailers protect our pocket books?
Take Advantage of Discounts:
While we are unsure whether bulk and non-profit rates will change bulk postage rates and non-profit rates will definitely be a major savings over first class
mail. Mailing over 500 pieces at a time qualifies for bulk rates, and non-profit corporations can apply for a non-profit permit at the post office.
mail. Mailing over 500 pieces at a time qualifies for bulk rates, and non-profit corporations can apply for a non-profit permit at the post office.
Carrier walk sequence:
By having the mail sorted according to postal routes and zip codes prior to dropping at the post office mailers can qualify for additional discounts.
Postcards:
post card mail first class at discounted rates. (plus, they are fun and people like to get them).
post card mail first class at discounted rates. (plus, they are fun and people like to get them).
Data
Maintain internal lists by checking them for duplicate names, addresses, and against the national change of address list.
If you don't have an internal list of customers or prospects, consider buying a targeted data list. By targeting mail to people that will have interest in your offer you not only increase response rates, but you also ensure that you are not wasting money targeting uninterested prospects. There are an unlimited number of qualifiers available from income, to home size, to what magazines people subscribe to there is a perfect list for every industry.
