Explore Your Postage Options
For example, the New York Public Library Lion stamp is a natural choice for a bulk rate book-related mailing. Or for special mailings, you may choose not to use precancelled stamps. For example, you may want to invest in the 37-cent, First Class Happy Birthday stamp to send birthday cards to clients and customers, or for the announcement of a birthday or anniversary sale.
If you discover spending more on a stamp is a better investment in generating response than saving money with metering or a pre-printed indicia, test using multiple stamps that equal the required postage. This makes your mailing look “hand done.” It also gives you the opportunity to look for a specific stamp design (any denomination) that supports your creative strategy … then add other stamps to meet postage requirements.
Metered postage is another option. While it doesn’t look as personal as individually applied stamps, it’s less expensive. It’s widely used for B-to-B mailings, as well as some B-to-C. You need to decide whether metered postage is appropriate for the appearance and content of your mailing, as well as for your budget.
For example, if the mailing is hand-addressed, metered postage would diminish the personal appearance of the handwritten name and address. Instead, use a stamp. Metered postage also looks inappropriate on an invitation or greeting card envelope, even if it’s computer-addressed. In this case, the postage is an instant tip-off that the mailing isn’t as personal as it first appears, and it may not move to the top of the stack to be opened.
Most mailers using metered postage apply one of the standard designs available from the six USPS-authorized meter providers. However, you have some leeway to create your own, special “slug.” It can include a symbol, such as your logo, as well as brief copy, such as a branding message.