Direct Mail is personal, trusted and persuasive. It’s the leader when compared to other forms of marketing. According to the USPS, nearly 80%
of advertising mail recipients open and scan their mail.
It’s not unusual to see double digit responses with mail that is directed to a current customer list. Responses hover from 2% to 5% when mailed to prospects.
No other form of advertising, digital display, email, paid search comes close to delivering results like direct mail.
In its simplest form, direct mail is economical.
Postcards that measure up to 4 1/2” x 6” qualify for first class postage and may be mailed in any quantity. Larger postcards, 5” x 7” and up, are considered by the USPS as “Marketing Mail” and must meet certain guidelines.
Postage is your largest expense.
The 4 1/2” x 6” postcard size must be mailed First Class at .44 each. The advantage is that you have no quantity restrictions. You could mail one or a thousand 4 1/2” x 6” cards and get delivery in just a day or two.
For larger sizes, 6” x 9” up to 11.5” x 14.5”, you must mail a minimum of 200. Postage rates vary by distance. Delivery times can range between a day to two weeks.
Since the largest single expense for direct mail is the postage, it makes sense to choose sizes that will give you the best service to meet your goals.
If you just want to make a quick announcement or promote a limited time offer, a smaller size postcard may be appropriate. If you have a lot of information to share, you may want to opt for a larger size.
If you are targeting a older demographic, a larger size mailer may be more effective as it is easier to read. If you are targeting a younger audience, a smaller size may be more appropriate as it is more portable and convenient.
Larger sizes tend to be more expensive to produce and mail, so if you have a limited budget, you may want to opt for a smaller size.
Make sure to check any size restrictions for the direct mail you’re planning. Check with your post office or mailing service. Some sizes may not be eligible for certain discounts or may have additional fees associated with them.
Direct mail success demands more than simply adhering to the USPS standards. Your design must cause your audience to respond to your offer. There is no better decision than one that partners you with an experienced direct mail production agency. We have the creative talent and knowledge to help you accomplish your goals.
Our marketing strategists and graphic designers are ready to begin your postcard campaign!
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