New USPS postage rates went into effect Monday, and everyone in marketing will feel the impact. The changes adopted by the USPS Board of Governors will will affect all classes of mail.
What we do know is that First Class, Standard, Flats and Letters are affected, with rate increases from 4 to 30 percent or more. Marketers need to be keenly aware of the new rates when designing new direct mail campaigns, in order to take advantage of the lowest possible postage rates.
More direct mail will be designed to qualify as a letter – minimum height of 3.5 inches, maximum height of 6.125 inches, minimum length of 5 inches, maximum length of 11.5 inches, maximum thickness of .25 inches.
Mailers should be kept in a rectangular shape as well. Square mailers, or mailers with unusual curves or angles will qualify as Flats or Parcels, with higher postage rates and potential surcharges.
Any mailer over 3.5 oz. in weight will qualify as a Flat (maximum weight 13 oz.). New dimensions for Flats – minimum 4 inches x 4 inches, maximum 12 inches x 15 inches., maximum thickness .75 inches.
Nonprofit postage is increasing in line with Standard Class rates increases.
Another good way to keep your mailings at the lowest possible rate is to focus on data hygiene, by utilizing all the data tools available, including National Change of Address (NCOA) processing. The USPS is focusing more and more on automated mail processing, and anything you can do to minimize or eliminate the need for manual processing of your mailings will keep your rates lower.
Of course, there are many more details to cover, but the bottom line is that marketers need to make themselves acutely aware of the new rates, and how to design direct mail to take best advantage.
All businesses will need to prepare from a budgetary standpoint for the new postage rates.
Check out www.usps.com/ratecase for the most up-to-date information straight from the USPS, as well as further details on all of the rate increases.
Kyle Mengwasser is a new business associate for Johnson Direct LLC in Brookfield.
