Direct Mail 101 Could Be 800 Paragraphs Long

Direct Mail. Sounds simple doesn't it? Well, think again. First, say you want to mail out 200 postcards that you need to reach people in 1-3 days versus 3-10 days. When you check out USPS, the cheapest rate is "standard" (bulk) rate. Why not go with that? Well, send it to a mailhouse and you will find all they will do is stamp it and mail it out. Could you have saved the money and done it yourself?

Despite the economy, customer service is not improving and mailhouses are still busier than ever. Your project of 200 postcards will take lower priority than the 20,000 direct mail letters the mailhouse has to stuff AND mail today.

Consider calling your agency first, as it will save you time and money. Anyone with real experience in direct mail will (and should) advise you of these things: First, if you have 200 postcards, consider printing 500 (as print costs are generally cheaper than postage) and mailing out first class mail.

Second, if you fall below the maximum size required for first class mail (4.25 x 6), it's even cheaper for you to mail a postcard at first class rate (versus standard mail)!

If you're just starting out and want to mail 50 postcards, consider skipping the mailhouse altogether and head towards your nearest post office.

If you do have 500 postcards, and can make the card fall within the size 4.25x6 or smaller, you should use a mailhouse to get automated/pre-sorted first class rates (they take your mail list and inkjet barcodes that comply with USPS standards). You will save money and time AND your cards will reach mailboxes in 1-3 days, sometimes even the next day depending on the zip code.

This is just an example. For all sort of mailers - at all sizes at all different USPS mail classes, even boxes - save yourself time and money by placing a simple phone call to your agency (make sure they specialize in direct mail first). Take advantage of your relationships.

Another thing to be filed under "What I wish I would have known"

Next up: Your mail list is EVERYTHING.