Contrary to popular belief, direct mail is not dead – especially for businesses that provide services to residential or commercial properties!
When executed properly, direct mail campaigns can be extremely effective and can offer more granular targeting than online advertising platforms like Facebook and Google.
Because direct mail campaigns require design, printing, and postage; it’s easy to assume that they are expensive to run. But that’s often not the case.
Depending on a few factors, the cost of a single mailer “from design to mailbox” can fall between $1 - $2 which is A LOT less than the cost of a click on a Google ad (usually averaging $5 - $15 per click).
This blog will share the average rates for printing and mailing standard postcards as well as mailing standard letters.
Note: For the purpose of this blog, we will not discuss design and campaign management fees associated with DIY options and agencies.
If you’re interested in getting pricing details for our direct mail campaign management service, please click here to get a quote.
Printing Cost: Local Print Shops
Assuming your company already has the postcard designed, saved using the right parameters, and prepped to print; your company can expect to pay $0.08 - $0.18 per 4” x 6” color postcard printed front and back.
The exact rate will depend on how many postcards you have printed at a time. Most print shops will reduce the rate for orders starting at 1,000+ cards.
Postage Cost: USPS Every Door Direct Mail (EDDM)
Regardless of your location in the US, Every Door Direct Mail (EDDM) postage will cost about $0.20 per 4” x 6” postcard.
Every Door Direct Mail (EDDM) is a bulk mailing option that is facilitated through the USPS. It allows your company to reach people or businesses through direct mail without needing to know their name or address.
When using EDDM, you select the mailing routes your company wants to target, then drop off your mailers at the post office(s) for the routes. The USPS will make sure your mailers are delivered to every mailbox on the route(s) you selected.
Because EDDM delivers your mailers to everyone on the route, you cannot control which individuals do or don’t receive your mailers on the route. You also cannot address the mailers to specific people.
If you want to run a direct mail campaign with more granular targeting or customization, you’ll want to look at a different delivery option.
Postage Cost: Targeted Mailing List
When delivering direct mail to a targeted mailing list, your company will have to pay standard postage rates.
The current postage rates are $0.40 per 4” x 6” postcard and $0.53 - $0.58 per #10 envelope (4.125” x 9.5”).
In addition to postage, your company will need to factor in the cost of acquiring the mailing addresses, creating the mailing labels, and attaching or printing the labels to the mailers. These costs will depend on how your company decides to handle these tasks.
Alternative to Postage: Door-to-Door Drop Off
If your company wants to eliminate postage fees, going door-to-door to drop off postcards or door hangers is an option.
However, it’s important to consider the cost of paying the employee for their time.
If you’re considering this option to avoid postage costs, you’ll need to run the numbers to make sure the cost of having an employee go door-to-door doesn’t rival the cost of just mailing the advertisements.