New price increases for mail have gone into effect this summer. This change comes on  top of the increases from January and reflects a pattern of pricing increases going back every few months back to 2020, when the Postal Regulatory Committee (PRC) approved a new rate authority to USPS.

While it may be tempting to significantly scale back direct mail, here are some tips on how to navigate this change and keep your direct mailings manageable and effective.

What? Consider mailing a postcard rather than a letter. Include attribution links so you can see who is receiving direct mailing and then giving online. Add in dynamic QR code. Driving your direct mail donors to digital allows space to expand on your message and gives them more opportunities to donate. The more opportunities a recipient is given to donate, the higher likelihood that they will give! 

How? Make sure your direct mail and digital efforts are aligned on messaging and branding. If your mail campaign is a matching funds drive, but your links to your site reflect a different donation campaign, you risk confusing audiences and increasing friction to donor conversion. Keeping communications aligned creates a stronger message that will stick with your audience. 

Who? Segmentation makes a big difference when costs are rising. Focus on donors who are most likely to give through a mailing to get the most bang for your buck. Hyper-specificity will save you money and get your mail in the hands of those most likely to donate. But the first thing you need to ensure is that your lists are up-to-date. Good data hygiene will reduce mail waste and freshen your overview of your donor demographics. 

The takeaway? There‚Äôs no time like the present to practice good data hygiene, ensure multi-channel messaging is aligned, and use strategy to drive direct mail tactics. 

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