Prices are increasing for nearly everything in today’s modern world—including the cost of a stamp. On July 14, 2024, the price of a first-class stamp rose from 68 cents to 73 cents, marking the sixth rate hike since 2021. While these increases may not significantly impact large corporations, every cent matters to small businesses operating on tighter budgets.
Direct mail, however, remains an incredibly effective and valuable way to reach potential customers. If you’re looking to make the most of this powerful marketing channel without overspending, here are some smart strategies to combat rising costs and keep your direct mail campaigns affordable.
1. Switch to Every Door Direct Mail (EDDM)
Every Door Direct Mail (EDDM) is a cost-effective alternative to traditional personalized mail. Instead of addressing mail to individual recipients, EDDM allows you to deliver postcards to entire neighborhoods without the need for a mailing list. This significantly reduces costs while ensuring your message reaches local audiences.
With EDDM Retail, you can save even more by completing some of the campaign steps yourself, such as bundling and submitting your postcards to the post office. This hands-on approach lowers costs while still delivering impactful results for small businesses targeting local customers.
2. Optimize Your Target Audience
A key way to save on direct mail is by focusing on highly targeted audiences. Wasted mailings to uninterested recipients drive up costs with no return. Using data-driven targeting ensures you’re reaching the right people.
EDDM simplifies this process by allowing you to select specific postal routes. This means you can target neighborhoods based on demographics like income, household size, or proximity to your business, all without needing an expensive mailing list.
3. DIY Design
One of the easiest ways to cut costs is by designing your own postcards. By eliminating the expense of hiring a graphic designer, you can significantly reduce your campaign’s overall cost.
Taradel offers hundreds of free postcard templates tailored to various industries. These templates are designed to meet USPS requirements and ensure optimal print results, making it easy for businesses to create professional-looking mailers without additional expenses.
4. Mail in Bulk
Printing more postcards can lower the cost per card. Bulk printing often comes with discounts, making it more cost-effective to produce a larger quantity of mailers. While the upfront cost may be higher, the long-term savings and potential ROI can make it worthwhile.
Consider if increasing your postcard volume could benefit your campaign’s impact and ROI. By mailing more, you may achieve greater reach and results at a lower cost per unit.
5. Test Before Scaling with A/B Test Campaigns
Before committing to a large-scale campaign, test your designs and offers with small mailings. A/B testing allows you to identify which elements resonate best with your audience, such as design layouts, messaging, or special offers.
Once you’ve determined what works, you can confidently scale up your campaign, knowing your investment will yield better results.
6. Use Retargeting
Pairing your direct mail campaign with digital ads can amplify your results. Retargeting strategies—such as Google Display Ads—reinforce your message and keep your business top-of-mind for potential customers.
By integrating mail and online advertising, you can maximize your campaign’s effectiveness without drastically increasing costs. This multichannel approach ensures your message reaches customers multiple times, increasing the likelihood of engagement and conversion.
Conclusion
While the rising cost of stamps and materials can make direct mail marketing seem daunting, these tips provide actionable ways to save money and improve your campaigns’ ROI. By switching to cost-effective methods like EDDM, optimizing your target audience, designing mailers yourself, and leveraging multichannel strategies, you can ensure your direct mail efforts remain affordable and effective.
Direct mail continues to be a powerful marketing tool for small businesses. By implementing these strategies, you can navigate rising costs while reaping the benefits of this tried-and-true advertising medium.
