Explore Your Postage Options
Postage can do more than just get your mail delivered. Your mailbox tells the story. Most direct mail bears ho-hum, routine-looking postage, whether it’s a stamp, metered postage or a preprinted indicia.
Sure, it does its job. It gets the mail piece delivered. But if you’re the direct marketer paying for the postage, you also should consider how to make your postage investment work harder to:
- make your mail piece stand out from the rest of the stack;
- make it look important and valuable enough to get past the mail screener; and
- get it opened and read, instead of tossed in the trash.
In some cases, the cheapest postage may not be the most effective for achieving your response goals. Of course, the choices you have depend on factors such as mailing quantities, but even the preprinted indicia used on mass mailings need not look the same. There are opportunities to be creative, with the goal of increasing response. When you do get creative, make sure to get USPS approval at the design stage … not when you’re about to drop a mailing.
Here are some ideas to help you. Remember, you only have a few seconds to capture the attention of your reader, so all elements of the mail piece need to work together.
While the current choice of precancelled stamp designs for large First Class and Standard mailings is limited, you do have a choice.
For Presorted First Class, you can choose between the American Eagle or all-American Diner designs. For Presorted Standard/bulk mail, you have the choice of the New York Public Library Lion or Atlas Rockefeller Center.
What should influence your decision? It could be the color of your outer envelope, the content of your offer, or a thematic link between your company and the stamp design. Think about how to use the postage in conjunction with the address, return address, teaser copy, envelope color, etc., to make the mailing look important, valuable and interesting to your audience.