Jack's Special Delivery:
Money-Saving Tips

Postcards from the edge

A rose is a rose by any other name, but a postcard is not always a postcard.

The United States Postal Service – the USPS to those of us who patronize its sacred precincts – gives a strict definition of what is – or is not – a postcard.

If you use direct mail for any reason – as a business builder, to raise funds, or just to stay in touch with staff, clients or supporters, read carefully here – or risk the consequences.

According to our friends at the USPS, a postcard is an unfolded, single sheet of card stock no larger than 6” by 4 1/4”. Got it?

Anything exceeding those dimensions is classified as a letter and is hit with a higher rate. That may not mean much when you’re mailing fifty or a hundred, but once you go over a thousand or two, you’re talking money.

Stay within the USPS standard dimension (6 x 4 1/4 or 5 1/2 x 4 1/4 are pretty much standard), however, and you can get a very good postage rate. We’re talking First Class as low as 17.6 cents per piece (noting, however, that rates are scheduled to rise in January) if CITYMAIL can barcode your postcards.

So, why bother with postcards in an age of instant messaging and e-mail? Because they’re more tangible than either and can be purchased in large quantities in four-color for short money.

They’re a great way to send ‘Save the Date’ or ‘Big Sale’ announcements to your customer or donor list. People tend to tack postcards on bulletin boards or attach them to the refrigerator with a magnet. In other words, postcards work.

Another thought: Why send announcements – that cost money to print and insert – in envelopes – that cost more money and have to be opened – when you can send a missile that costs less, can be produced in a matter of days (some postcard printers will even design your piece) and require less postage.

Caveat emptor – that’s Latin for ‘buyer beware’ – Send CITYMAIL a copy of the address side of the postcard before it goes to the printer. We’ll look the piece over at no charge to make sure it meets USPS mailing standards and let you know if there’s sufficient space for bar coding.

And remember – keep your eye on the edge of your postcard. You can go bigger, but a standard ‘4X6’ still stands among the most cost effective, powerful weapons in the direct mail arsenal.

Jack's Special Delivery: Money-Saving Tips

Postcards from the edge

Jack's Special Delivery:
Money-Saving Tips