National Clothesline

‘Out of sight… out of mind” is a common expression. It means if you’re not putting your name in front of your customers and prospects on a regular basis, you can be ignored and, if you fail to do this for a long period of time, you could be completely forgotten.

Arguably, the most effective way to get your name “out there” is through the U.S. Postal Service, which brings up the issue of whether to use first class or bulk rate postage.

Actually, the factors that favor each tend to change over time.

For example, I could make the argument that as the volume of Standard Rate mail increases, people ’s patience with it tends to decrease, which diminishes its effectiveness. On the other hand, tests have shown that even though bulk mail consistently registers a lower response rate when compared with first class, it is actually more cost-effective based on a lower cost per lead.

For the purposes of this article, however, we won’t get into the issues of rate of response and return on investment. Instead, we’ll simply examine the actual delivery service itself and attempt to determine the advantages and disadvantages of each … just in case you’re at risk of becoming “out of sight” and are looking to conduct your own mail program.

There are two major differences between first class mail and standard mail. First of all, there's the speed factor.

With first class mail, letters and other correspondence are generally delivered within one to two days in-state and within a week anywhere else in the continental U.S.

Standard mail, on the other hand, generally takes four to eight business days within the state and from 10 days to three weeks to make it across the country. In fact, there is no guarantee that a portion of the mail will not take even longer … especially at certain times of the year.

Another big difference is that first class mail offers a return service, while standard mail does not.

Let's say you send 1,000 postcards, but 150 of them have bad addresses. With first class mail, you would know this because the bad ones would be returned to you (at no extra cost). The post office will also try to forward your postcard or letter if the recipient has moved.

But if you sent those 1,000 postcards by standard mail, you wouldn't know about the bad addresses because standard mail doesn't return to sender. In all likelihood the 150 postcards with bad addresses would wind up in the trash. For this reason, if you constantly do bulk mail, it ’s wise to run a first class mailing to your list at least twice a year just to see how accurate it really is.

When it comes to cost, however, standard class mail enjoys a significant advantage over first class. Currently, a first class stamp for a one-ounce letter goes for 41 cents; the same letter sent standard rate is significantly less (about 26 cents) … but there are a few things to consider.

First you have to purchase a standard mail permit, which will set you back $350 (a one-time fee of $175 plus an annual fee of $175). So when you add up your postage costs, you need to consider those fees as well as the effort required to send mail bulk rate.

In addition, you will have to buy a rubber stamp and stamp each piece with your permit number and postage. Or rent a postage meter and shoot each piece through the meter. Or pay your printer to imprint each piece with your meter number and postage.

Then you have to sort. And sort. And sort again. You begin by sorting to specific areas (by five-digit ZIP codes) and then work your way to more general areas, bundling the mail in batches of 10 or more with rubber bands, labeling each batch with USPS-provided stickers, and then placing it in USPS bulk mail trays. Then you have to take your mail trays to an official U.S. Postal Service bulk mail center.

Oh, by the way, in order to qualify for standard rate mail, you must have at least 50 pounds or 200 pieces of mail. Either way, all the pieces must have identical weight.

In addition, sometimes, standard mail will not be delivered to the intended mailbox, especially in apartment buildings and high-rise condominiums. In such cases, a first class stamp or indicia is the only way to be sure it will get delivered to where it is addressed.

Sound complicated? It can be. And these are all good reasons for turning all of your projects over to a trusted mailing house. They can handle all the bulk rate details for you as well as any first class mailings you might want to do. Yes. If you choose to do it yourself you will need a permit for first class as well … add another $350 up front.

If you operate on a small scale, here’s a tip that will get you the benefit of first class speed at standard rate. Postcards measuring 4x6 can be mailed at bulk rate using a stamp and a label. Simply print the addresses you want … stick them on the card with a stamp and drop them in the mailbox. No permits. No sorting. No waiting for results.

Of course, you wouldn’t want to do this on a large scale because it wouldn’t pay, but if you want to contact 100 to 200 customers or prospects quickly, without a lot of hassle, 4x6 postcards are an excellent option.

Are you at risk of being “out of sight and out of mind?” Decide right now to be top of mind to your customers and prospects. Make yours the only name they think of when they hear the word “drycleaner.” You can achieve this easily with timely and consistent communication.