Direct Mail Made Easy

Saturday, October 29, 2005

Do You Have a Question?

This blog is devoted to answering your questions. If you have a question please askl me by going to the "Comments" area of the most recent posting and state your question. We'll get back to to as fast as we can with an answer.

Wednesday, October 12, 2005

Should I Pay The Postage on a Business Reply Card or Envelope or Let the Customer Pay for It?

When it comes to getting people to respond to your direct mail efforts, the easier we make it for them to do so, the more responses we're likely to get.

Whenever we ask someone to do something, some people aren't going to do it. For example, if we ask people to fill in a lot of information, some might not have a pen handy or just might not want to take the time to do so.

Likewise, when it comes to sending in a reply, if they have to get their own envelope or provide their own stamp, some of them aren't going to do so and your response will suffer.

That's why we recommend the use of Business Reply Mail. You obtain a permit from the Postal Service to use Business Reply Mail and then you either deposit money into an account or pay the letter carrier for the replies you receive. You only pay the postage on the actual replies...not for putting the permit onto the outgoing envelope when you send out your mail.

It is well worth the effort to pay for the postage on the replies. Your results will improve.

Sunday, October 09, 2005

What's the Best Day of the Week to Mail?

This is a frequent question. There are lots of theories but we don't really subscribe to them. First of all, it is difficult to control when the Postal Service delivers your mail so you cannot specify a particular day even if you would like to do so.

Second, we all receive mail every day. Many people feel that Mondays and Fridays are bad days. Monday is the first day back after the weekend and Friday is the day before the weekend, so the theory goes, and therefore people are too busy to have time to read mail.

We believe that a well presented offer sent to an appropriate audience has a good chance of being read regardless of when it is received.

Of course you'd want to avoid mailing before a major holiday and certainly not into a problem area such as New Orleans.

But trying to second guess the best day of the week is generally a waste of time.

Wednesday, October 05, 2005

How Much Does a Postal Permit Cost?

Users of direct mail who mail more than 200 pieces at a time should consider mailing at the advertising rates which can save a considerable amount of money on postage.

In order to do this, you must obtain a permit from the Postal Service. This permit costs $150 for the initial application plus an annual charge of $150. So, for the first year, it will cost $300 and then $150 per year, every year thereafter.

Postage rates are determined by the weight and size of the mailing piece. Your local Post Office can give you the exact rates.

In order to use the advertising rates you must meet the following conditions:

Your mailing must have a minium of 200 pieces or 50 pounds.
All mail must be the same type (200 postcards, 200 envelopes,etc)
You must mail at the Post Office where you have obtained your permit.
Every piece must have a correct zip plus 4 code and be sorted appropriately.

If you are in a city that has more than one Post Office, you must take your mail to a Business Mail Entry Unit. Call or check with your local Post Office and they can direct you to the proper location.

If you mail in quantity and mail regularly, a permit is likely to save you a considerable amount of money.
 
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