Post office lowers rates for direct mailings

Every business will benefit by a constant presence before current and prospective customers. Recognizing that out of sight is out of mind, you need a drip, drip, drip of communications to provide arguments why folks should buy from you.

This rule applies whether you’re a retailer or a service provider. From banks to window washers to craft stores, the key to increasing sales is increasing your marketing.

Many businesses like the convenience of electronic newsletters. Others prefer direct mail. Which brings us to your question.

Depending on what you’re mailing, postage can be a significant portion of your campaign’s budget. Here are a few thoughts:

• Mail fewer pieces, bringing down postage, printing and handling.

• Cut the number of pieces in your package. That brochure you’re including might be pushing your weight up an ounce.

• Print on thinner paper, lowering weight without needing to redesign your brochure, sales letter, etc.

• Use postcards. A 4” x 6” card effectively sends a quick message while lowering 1-ounce mailing rates from 44 cents to 29 cents.

Now today’s news: With the impending hike in first class rates and the ballyhoo about the potential failure of the Postal Service, the USPS has created a program that delivers mail for just 14 cents each.

Whoa!

Called “Every Door Direct Mail,” the post office lets you hit every mailbox on any block in the country without a specific mailing list.

Which means if you’re looking to get fliers or samples into every home within a radius of two miles…or 200…it’s easier than ever to do.

EDDM lets you send up to 5,000 large mailers per post office per day. They have guidelines you need to follow, of course, but you’d expect that. It’s the post office, for heaven’s sake!

But given the odds that you’ll want to send out a package like the Publisher’s Clearinghouse uses (slim), the flexibility this setup gives you (lots), and the ability to reach huge numbers of sales prospects in your immediate neighborhood, it certainly seems to be worth a look.

More info is available at uspseverydoor.com.

With that said, I wish you a week of profitable marketing.