The 7 Deadly Sins of Direct Mail – Sin #2

…and how our clients can avoid them and save thousands

We continue along with Sin#2:

Direct Mail Sin#2

Leave room for the US Postal Service

A mail piece is designed for one main purpose – to get delivered by the USPS to your intended recipient. But so often there is not enough room on the piece for the USPS to mark and read your piece for delivery. Sure, the USPS can mail a coconut, but if a standard mail piece doesn’t have at least a 2″ x 4″ box for the address and bar-coding, all bets are off on postage costs and the deliverability of your message to your prospects and clients.

Remember the little postcards you would buy at the drugstore or tourist attraction that had a line down the middle? You had to write the address in the little area on the right?  Those are barely mailable at best, my friends. So why do so many designers design cards that way? I think it is lack of training and leadership showing them the magic of direct mail efficiency.

Designed correctly, we get maximum usage out of every mailer by understanding exactly why and how the US Postal Service will handle them. Since we have one of the largest clusters of USPS certified staff in mailing services on the west coast we are one of the most effective groups to add to your work flow.

There is a entire list of changes to mailpiece design coming with the new postage rates right now.  Let’s talk about your ongoing mailings. Since you are going to have to change them anyway – why not try and save some money and increase your results while you are doing it.

It’s time to modernize your direct mail.

Postage Rates are Increasing on May 11, 2009

A First-Class stamp will be 44 cents starting May 11, 2009. The US Postal Service has officially announced the postage rate increases for the 2009-2010 mailing season. First-Class Mail is going up 3.77% compared to 3.78% for standard mail (old 3rd-class). The Post Office has recently switched from doing large postage increases every 4 years to a smaller increase each year to keep up with costs and industry fluctuations.

For those mailers not using Intelligent Mail options, the price differential for First-Class Mail will be 0.3 cents. This means that those of us that have been using intelligent mail barcodes, as CSG Direct has, will be able to get lower postage rates for direct mail.  This may be the first squeeze of many to get mail shops in or out of the game, so to speak.

It is public knowledge now that CSG Direct has been using intelligent mail barcodes and that we invented America’s first public US Mail Tracking system. It is not the only thing needed to create the systems but it is a testament to how prepared we are for these new changes.

We will be publishing a shortlist of the new rates this week.  For reference here are the 2008-2009 postage rates, current until May.

Added 02-20-09 here are the 2009-2010 postage rates.