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The secret to saving money on direct mail

Hi all,

It’s been a while, as I’ve been incredibly busy lately with business, family and our new son, Theta.

In talking with a few customers who were looking at sending out some direct mail pieces, I was momentarily blocked by the cost of postage.  Indeed, when you’re looking at sending several thousand postcards or other mail pieces out, paying $.24 to $.40 per piece to the post office gets really expensive.

While you can choose the Every Door Direct Mail program from the USPS to lower the cost of postage to $.15 per piece, your options are limited.  You can’t use your own mailing lists, you have to deliver your mail pieces to each post office ZIP code you’re mailing to, and you’re limited to how many pieces you can send per post office per day.  That’s a lot of legwork, with a lot of restrictions.  Far from being a truly turnkey operation (and when you figure in the gas and time required to make it work, you’re probably right back to paying $.20-$.30 each anyway).

I got an idea from a marketing specialist to use flyer distribution services to hand out promotional pieces in order to get leads.  After I called a local flyer company, it turns out that this is indeed a cost-effective alternative to direct mail.  The two companies I called here in Dallas charged $.07-$.12 per piece to pass out flyers or door hangers door-to-door.  You can customize where they deliver, whether you want residential or businesses, and sometimes choose which demographics you want.

You should do a bit of research on the company you’re choosing, and it’s a good idea to choose a company that offers auditing services, which allows you to verify that they pieces are actually getting distributed to the locations, and exactly when they were delivered, so you can follow up in an appropriate timeframe.

There you have it.  You can contact me for the printing, and cut your delivery costs in half.  I love win-win situations!


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