Are the days of direct mail marketing long past? Not at all! With 72% of consumers interacting with direct mail each week and returns as high as 1,300% with a successful campaign, direct mail is still very much relevant in today’s marketing landscape.
Unlike digital channels, direct mail requires a physical investment — but that’s also what makes it stand out and drive stronger engagement. The good news? USPS’s Marketing Mail helps businesses maximize impact while keeping costs efficient.
Here’s how it works.
What is USPS Marketing Mail?
USPS Marketing Mail is a bulk mail service that allows businesses to send bulk mail at discounted prices. So long as you meet the requirements, it’s ideal for organizations that leverage direct mail as part of their marketing strategy.
You can use USPS Marketing Mail to send out postcards, flyers, catalogs, and all sorts of other marketing materials to clients or prospects. The program even includes parcels!
Benefits of USPS Marketing Mail
One of the main benefits of USPS Marketing Mail is cost efficiency. Because you have access to bulk mailing prices, your business can save a significant amount of budget on direct mail.
According to Postalystics, mailers will spend about 30% less when using USPS Marketing Mail compared to First-Class Mail. Nonprofits can take this a step further with Nonprofit USPS Marketing Mail, which offers even greater discounts.
How Much Does USPS Marketing Mail Cost?
The exact amount you’ll pay for USPS Marketing Mail depends on your shipment category and the logistics of your mailing. These rates may change over time, so be sure to check the current rates to get the most accurate information!
This is where a professional print and mailing partner becomes invaluable. They can handle everything from design and addressing to pre-sorting and automation, ensuring you qualify for the best rates possible.
Mailing Category
Letters, Flats, and Parcels: Lightweight letters (3.5 ounces or less) are the most affordable, while heavier pieces like parcels may have both per-piece and per-pound costs.
Automation vs Non-Automation
Mail that is designed to be read and sorted by the USPS's high-speed machines can qualify for lower pricing, since it's easier for USPS to process.
To qualify for automation prices, your letters must:
- Be a standard size and shape.
- Have a machine-readable address.
- Include an Intelligent Mail Barcode (IMb). This barcode contains the address information, your mailer ID, and other tracking data that allows the piece to fly through the sorting equipment without manual handling.
Mail Sorting
The more pre-sorted your mail is before it reaches USPS, the greater the discount they’ll give you.
For example, 5-Digit Sorting means you’ve grouped all the mail pieces that are going to the same 5-digit ZIP code. This level of pre-sorting saves the USPS a lot of time and effort, so they’ll reward you with lower prices.
Similarly, 3-Digit Sorting groups mail pieces that share the first three digits of their ZIP code.
This doesn’t mean hand-sorting everything yourself to qualify for better prices. Ideally, your print and mail partner has a system to organize your data and print the mailings in such a way that they come out already sorted.
Add-On Services
To enhance your mailings, USPS Marketing Mail offers optional services like:
- Forwarding and return services
- Electronic USPS Tracking®
- Bulk insurance
- Certificate of Mailing
Nonprofit USPS Marketing Mail
As mentioned previously, there’s a nonprofit variation of this mailing program. Qualified nonprofits can get a significantly discounted price on their mailings compared to commercial businesses.
How to Qualify for USPS Marketing Mail
To access USPS Marketing Mail, you’ll need to meet a few requirements.
To start, you’ll need a Business Mail Permit. If you’re working with a mail and print partner, don’t worry – they will already have a permit when they send on your behalf.
As for your mailings, remember that this is for BULK! No single-piece postage will be eligible for the program. USPS qualifies the “bulk” threshold as 200 pieces or 50 pounds of mail.
The mailing requirements for USPS Marketing Mail are:
- Minimum Quantity: 200 pieces or 50 pounds of mail
- Minimum Weight: Starts at 1 ounce
- Maximum Weight: Less than 16 ounces
Optimize Your Direct Mail Strategy with LGC
Today, Lorraine Gregory Communications is a full-service marketing agency, but our roots are in print and mail. With decades of experience in the industry, we know all the tricks to qualify for the best prices – and the strategies to create effective, high-converting campaigns!
From concept to delivery, we provide tangible brand experiences that build credibility and boost response rates. Reach out and let's chat.