Make a Statement by Using Postage Effectively

Who Knew Postage Could Be So Important?

Postage plays a crucial role in your direct mail campaign, and not just as a cost. Each type of postage connotes different messages to the recipient.

• Using actual First Class stamps on a mail piece may imply "personal" in the recipient's mind, making it more likely that he will accept the envelope and even open it.
• Meter indicia is second only to an actual stamp. It bridges the gap between personal and professional since it signals that someone actually touched and prepared the piece for mailing.
• A permit indicia is the most formal of the postage types and connotes an institutional feel. Since nonprofits enjoy special bulk mailing rates with permits set up with the post office, this type of postage is also the most economical way to mail.
• Now there is customized postage as well. The U.S. Postal Service has a program that allows you to customize your First Class stamps to include your logo or branding elements. This could be a real opportunity if used creatively.