Bulk up: Five money-saving DM initiatives from the USPS.

Since the late 1700s, the United States Postal Service (USPS) has been delivering mail across America. What started as a way to connect 13 colonies grew into a network that goes far beyond. Countless numbers of dedicated people started building ideas into workflows and workflows into a company. One particularly well-known figure in the history of the USPS was Benjamin Franklin, who eventually became its first postmaster general.

In the 1700s and1800s, citizens would pay just a few cents to have the post office send and deliver their mail around the colonies. Postal carriers would pack up and jump on horse or horse-driven carriages and not be stopped by neither snow nor rain nor heat—you know the saying (which is not an official post office motto, by the way).

Fast forward

More than 200 years later, people still pay (now a few dimes) to get their mail delivered virtually anywhere in the United States. Of course, these days, the USPS moves mail by foot, fleet, and flight through hubs and networks that lead to some 167 million residential and business delivery points.

Direct mail marketers are also enjoying the fruits of the post office’s vast network. With the integration of modern capabilities and digital tools, direct mail is surging as a high-value customer touchpoint that can electrify targeting and engagement opportunities for marketers.

USPS initiatives

Current postmaster general, Louis Dejoy, is leading a Delivering for America initiative which is focused on service upgrades, financial stability, further modernization of systems, and employee satisfaction and well-being. It’s a 10-year initiative during which you will see changes at the USPS that may give direct mail campaigns an even bigger boost.

The USPS has also become a savvy marketer in its own right. Promotions, incentives, and special offers abound at the USPS. Here are a few USPS promotions for direct mail marketers looking to get more bang from their budgets.

1. First-Class Mail and Marketing Mail Incentive
   1. Until June 2024, marketers who send mail in bulk and want to increase mail volume through December can register with the USPS and earn this incentive. Promotion ends December 31, 2024.
   2. Until July 2024, marketers sending first-class mail automation letters using color marketing can get discounts of three to four percent on postage. Promotion ends July 31, 2024.
   3. Marketers sending automation cards, letters, and flats and incorporating emerging technologies can get discounts of three to four percent on postage. Promotion ends December 31, 2024.
2. May 15, 2024, IMbA USPS Incentive Registration Begins. This promotion requires sending automation bulk mail in conjunction with Qualified Business Reply Mail (QBRM) July 1 to Dec. 31, 2024, for an up to six percent USPS discount.
3. June 2-5, 2024, National Postal Forum. Only the BEST mailing forum with keynote speakers, workshops, and more to help you navigate with USPS. Register here: https://www.npf.org/  
4. June 15, 2024, Informed Delivery USPS Incentive Registration Begins. This promotion requires sending automation bulk mail in conjunction with an Informed Delivery Campaign Aug. 1–Dec. 31, 2024, for an up to 4.5 percent postage discount. (Psst. This may be the last year for this offer.)
5. July 15, 2024, Retargeting USPS Incentive Registration Begins. This promotion requires sending personalized postcards to recent website visitors that did not convert Sep. 1–Nov. 30, 2024, for an up to five percent postage discount.

One other thing. On July 14, 2024, rate changes are coming! You may want to stock up on stamps before the rate changes. The cost of a first-class stamp for a one-ounce letter goes from 68 to 73 cents, a postcard from 53 to 56 cents, and for large bulk mailers there are also substantial changes. The highlights are in the automated first-class presort letters and flats with around eight percent increases, and standard class presort letters and flats with around four to six percent increases. Non-profit flats will be hit hard with an 8.5 percent increase, but letters have a very small increase of less than .5 percent. Depending on the mail you are sending or planning to send, feel free to reach out to us to help break down what this means to you.

If you would like to learn more about these or any other direct mail related topics, call or email us anytime.