When you need to reach a broad audience with a newsletter, fundraising appeal or other mailing, bulk mail can be a cost-effective method to deliver your brand message, appeal or offer. Our experience demonstrates that if you take time to plan your mailing, you can save time and money – and see better results. Here are several tips to consider to help you create and execute an effective bulk mail campaign.
First Impressions Matter with Bulk Mail
Our team takes great care to make sure that bulk mail doesn’t look like “junk mail.”
Many of our new clients share a common misconception that you must use address labels to send bulk mail. This is not true. In fact, we consciously design the mailing address to look artful and appealing so recipients will want to open it.
Here is a common example of a bulk mail mailing address:
While you can use a printed postage indicia for bulk mail, if your bulk mail is enclosed in an envelope, we always recommend using stamps. That’s right, you can use stamps and still send at the bulk or nonprofit rate. You can read more here.
Size is Important in Bulk Mail
It is best to design your addressed bulk mail at 6.125″ x 11″ or smaller to qualify for the less expensive United States Postal Service (USPS) “letter rate.” Mail pieces that are any larger are considered flat rate or catalog rate. Flat rate bulk mail delivered at the first-class postage rate is substantially more expensive than standard bulk rate. Standard bulk mail is also referred to as “marketing mail” or “presort standard.”
Additionally, square-shaped, letter-sized mail incurs a USPS surcharge, which is currently 44 cents per piece. Square letter-sized mail is considered “non-machineable” because it will not feed through USPS scanning equipment and, therefore, incurs a higher postage cost.
More information about postage classes can be found here.
Bulk Mail Marketing to Existing Clients
You may believe that bulk mail is primarily used to prospect for and attract new clients. In reality, bulk mail marketing is a highly effective way to market to your existing clients. Research shows that existing clients or donors are seven times more likely to do business with you, as compared to a prospect.
And, yes, we practice what we preach:
The other advantage of marketing to existing clients or donors is that bulk mail software will provide you with updated mailing address information for anyone on your mailing list who has moved. It is estimated that 14% of U.S. residents move every year, which makes this updated address information quite valuable.
The Non-Addressed Bulk Mail Option
While most people are familiar with addressed bulk mail, there is another alternative, non-addressed type of bulk mail. Considered “saturation rate” mail, it is an economical way to reach prospects. Essentially, you get a wider audience for less money. The most common type of non-addressed mail is Every Door Direct Mail, found in this blog post here.
Is it Time to Try Bulk Mail?
Do you need to explore more ways to share your brand story? Trying to keep your clients engaged? Want to increase fundraising? Consider bulk mail. Bulk mail postage options and rules can quickly seem complicated. We deal with bulk mail projects every day. Let us help you explore and evaluate the different methods of designing and addressing your mailing, as well as the right postage option. Please contact us to discuss how we can help you create an effective bulk mail campaign that delivers results.
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