When considering sending out postcards, many business owners are surprised to find out that the most expensive part is not the piece of direct mail marketing itself but the postage! The cost of postage may vary based on the zip code your postcards are going to as well as other factors. While you may not have control over the location of your target audience, the following are the main factors you should take into account when putting together a direct mail marketing campaign to help you save as much as possible.
Mail Delivery Speed
First class mail usually arrives between two and five days after it’s mailed. Because of this expedited speed, first class mail tends to be more expensive than other “snail mail.” As a more affordable option, standard class mail can take between seven and fourteen days to deliver, but it costs less per postcard.
In most cases, there isn’t a huge rush to get postcards out; however, there are exceptions, such as if you have a limited time offer. To make sure your customers have plenty of time to receive your postcard, you need to plan ahead and include the mail speed in your marketing plan.
Number of Postcards
You pay for each piece of mail you send out. Logically, you would think you can save more money by shipping out fewer postcards, which is true to a certain extent. However, when you mail more than 500 pieces, you can get discounts on your shipping costs through the post office. In fact, you could spend between $.09 and $.45 less per postcard. That amounts to significant savings; plus, you can reach more potential customers!
Postcard Size
The size of your postcard will affect not only how much information you can include but also the price of postage. The smallest recommended size is 4.25 inches by 6 inches, which works best in areas with less competition. Other sizes, namely 6 inches by 8.5 inches or 6 inches by 11 inches, can make your postcard stand out from the rest of the mail your target audience receives. Just keep in mind that these larger sizes usually come at a higher price for postage but might be worth the extra cost to leave a more powerful, lasting impression and gain a customer for your business.
When you plan your direct mail marketing campaign, you need to consider the postage so that you budget correctly, send the postcards out on time, enjoy the maximum cost savings, and have postcards with a high response rate. Remember the postage is the highest expense involved in your direct marketing, so get it right!
About Strategic Marketing Solutions
Strategic Marketing Solutions helps small businesses with basically any form of marketing, including signage, logo design, printing and mailing postcards, geofencing and pay-per-click online ads. To learn more about our direct mail marketing services, you can contact us online or by phone, and then get a quote from us.