From the course: Print Production: Direct Mail

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Postage

Postage

From the course: Print Production: Direct Mail

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Postage

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- Up to 40 percent of your direct mail production costs will go to postage. It can be the most expensive part of the entire direct mail marketing effort. Now, there's no reason to spend any more money on postage than you absolutely have to, however, your approach to postage should be based on your goals and your audience. Marketers often spend more on loyal customers and highly-targeted prospects. Use of unique postage or upgraded classes of mail can make the recipient feel important or cause them to view the mail piece as a greater priority, higher quality message. For example, if you send mail with a First Class or unique stamp, or large envelope sent as a flat you'll pay more, but that mail piece is virtually guaranteed to make a bigger statement than a postcard with a meter stamp or indicia. But the postcard or folded self-mailer with the indicia or the letter with the meter stamp absolutely has its place. Mass mail, marketing promotions, and prospecting campaigns all work very…

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