Tips for Doing a Mass Mailing

If you’ve decided to start a print newsletter or send out postcard invitations for an upcoming event, exploring ways to deliver them might be on your to-do list. Before the advent of digital marketing, direct mail was an extremely popular form of communication. While it’s not as widely practiced as it used to be, direct mail campaigns can still be highly effective.

For those who are tackling mass mailings for the first time, we have some tips to help you save both time and money.

Ideas for Making the Most of a Direct Mail Project

• Apply for a bulk mail permit: Your first task is to obtain a bulk mail permit. A quick and easy way to do this is to apply online through the USPS Business Customer Gateway.

• Clean up your mailing list: Another important step is to clean up your mailing list. Depending on how big your list is and how long it’s been since you’ve tidied it up, this can be a sizeable project. Check for duplicates, incomplete addresses, and more.

• Consider whether you need to buy or rent a list: Bulk mail requires a minimum of 200 pieces. If your list isn’t that large or if your goal is to expand your reach, it might be worth buying or renting a list. Just be sure to make your purchase through a reputable list broker that knows your market or from a local mailing firm.

• Share your budget constraints: A good designer will be able to come up with designs and formats that are budget sensitive, so don’t hesitate to share yours. Make sure to ask each designer you are considering whether they have experience designing for bulk mailings. Their expertise can make or break your budget.

• Know bulk mail requirements: Another important step in planning your mass mailing is to have a thorough understanding of USPS bulk mail requirements. For example, there are size limits, a requirement for the return address, and more.

• Choose an experienced printing company: Printing firms that offer mail services can pre-sort and pre-process your bulk mail campaign. The post office offers significant price breaks for doing so, since their staff will not have to do this work. The savings can be passed on directly to you. But there are rules and procedures that must be followed, and a printing firm with mailing services will know how to handle this process effectively.

• Consider delivery time: While timing the delivery of a mass mailing isn’t an exact science, it’s worth trying to have yours arrive on a Tuesday, Wednesday, or Thursday. These seem to be the days when people pay the most attention to direct mail pieces they receive at home.

• Try a split-test mailing: As you are getting to know your target market, it may be beneficial to split up your mailings and see which one is more successful. It will require a little more expense up front, such as more money for design fees, but it can help you refine your efforts over the long run.

Finally, make sure your mass mailings incorporate your community organization’s branding. If you need a little help in that area, visit our Branding and Design page to learn more!

Updated on 03-25-2024