Address validation software can ease stamp price increases
Direct mail has always been an effective way to reach potential leads and longtime customers. Even though some companies tout email as the ultimate way to connect with consumers, direct mail is still a strong competitor. After all, there's nothing like holding a well-designed, physical piece of mail in your hands - it's much harder to ignore than an email in a crowded inbox.
However, companies engaging in direct mail campaigns will need to ensure their marketing is as efficient as possible moving forward. While it's always been critical for businesses sending mass mailings to keep costs to a minimum, this will become even more important as first-class stamps go up in price.
Postal Service costs increase slightly
First-class letter stamps have just become more expensive. Regulators approved an increase in December, and the cost of a stamp went up by three cents on Jan. 26. It will now cost 49 cents to mail a first-class letter. This is the most significant increase in 11 years, according to The Washington Post, but it will only be in place for two years - the period regulators estimated it would take for the United States Postal Service to recoup the losses it incurred during the recent economic downturn.
Other increases also took effect and may impact companies that rely on direct mail to spread the word about their products and services. Letters that exceed the one ounce weight limit will now cost an extra 21 cents per ounce. Postcards, which are also popular among companies sending direct mail pieces, will now cost 34 cents apiece.
The increase faces challenges on both sides. The Postal Service has asked the U.S. Court of Appeals to make the price hikes permanent, while some players in the mailing industry have called for the court to eliminate the increase entirely.
Address validation is a must as prices rise
These increases may be a necessity, but they also call for companies engaging in direct mail campaigns to ensure their return on investment is as high as possible. This means every letter, postcard or mailer sent must reach its intended destination. Companies cannot spend more on a marketing initiative when their documents aren't even being read by those who are supposed to receive them. Without address correction software, organizations risk sending mail that reaches the wrong person - or even worse - is returned to the sender.