The U.S. Postal Service (USPS) has introduced several changes that impact how businesses manage their mailing strategies. Cate Engle, our expert in postal regulations, recently shared valuable insights on these updates and how they affect various types of mail. Here’s what you need to know to adapt effectively and take advantage of new opportunities.
Postage Rate Increase & Catalog Incentives
USPS has implemented a postage rate increase that affects many types of mail, including catalogs. Cate highlighted the changes in how catalogs are defined and priced. Due to stricter regulations from USPS, to be defined as a ‘Catalog’ you must be selling something and have a final call-to-action, directing them to what you’re selling. Think order form, website link or QR code to your website or storefront.
For catalogs focused on selling products, there’s an opportunity to benefit from specific USPS incentives. “Taking advantage of these incentives can help mitigate some of the costs associated with the recent rate hikes,” Cate noted. By understanding and leveraging these incentives, you can better manage your mailing expenses and maintain cost-efficiency.
Political Mail vs. Election Mail: Essential Differences
The distinction between political mail and election mail is crucial for compliance and optimal delivery. Political mail refers to materials related to political campaigns, while election mail includes ballots and other official voting documents. Cate advised, “Clearly specifying whether your mail is ballot or non-ballot ensures it is handled and delivered correctly by USPS.” For targeting specific geographic areas, she recommended using carrier route flats or Every Door Direct Mail (EDDM) and considering drop shipping for standard mail to enhance distribution efficiency.
Nonprofit Status & Authorization Numbers
When mailing as a nonprofit, having a valid authorization number from USPS is essential to avoid compliance issues. Our experts warned against using nonprofit status without proper authorization, which could lead to delays or problems with your mailings. “Ensuring that your return address and authorization number are accurate and up-to-date is critical for maintaining USPS compliance and avoiding potential issues,” she said. If needed, our mailing experts are available to help locate or apply for the correct authorization number and verify compliance.
Leveraging Variable Data & Versioning with USPS
Variable data and versioning can significantly enhance the effectiveness of your mailings, particularly in political campaigns. Cate discussed how these digital printing techniques allow for personalized and targeted communication. “By using variable data and versioning, you can increase engagement rates by customizing your messages for different segments of your audience,” Cate explained. The MOSAIC team and our mailing experts can provide sample files and participate in conference calls to assist clients in implementing these advanced mailing strategies effectively.
In conclusion, keeping up with USPS regulations and incentives is essential for optimizing your mailing strategies and avoiding common pitfalls. By understanding the recent changes and utilizing expert guidance, you can manage your mailing processes more effectively and take advantage of new opportunities. For personalized advice or assistance with your USPS mailings, reach out to our team. We’re here to help you navigate these changes and ensure your mailings are efficient and compliant.