when planning your direct mail campaign, the type of postage you choose (first class or usps marketing mail) plays a big role in determining its success.
In case you’re wondering: they’re not nearly the same. each mail class brings unique strengths, characteristics, and requirements.
The biggest advantage of First Class is speed, with business and personal correspondence, bills and statements, and marketing materials delivered within days. it costs more but includes free shipping and returns.
The biggest advantage of standard mail is the lower cost. advertisements, circulars and merchandise may qualify for pre-sorting fees when mailed in minimum quantities or more. Because time is not urgent, a mail campaign can target home delivery dates more than a few days in advance. however, free resend and return are not available.
so which one should I use? It depends on several important factors, including:
- the content of your mailing piece
- the physical size of your mailing piece
- the amount of your campaign
- the calendar
- the budget
In this post, we’re going to break down what you need to know about Standard and First Class Mail (USPS Marketing Mail) to make the right choice.
what is first class mail?
First Class gets its name because it is the primary level of service offered by the USPS. many people immediately think of postage stamps as the best example of this kind of mail.
main uses
Postcards, envelopes, plans, and small packages (parcels) can include anything that can be mailed, including marketing materials or merchandise. however, certain types of materials should be used first class, such as:
- invoices
- statements
- personal correspondence
- business correspondence
specifications
these are the size and weight requirements for formats in first class:
letters
dimensions: minimum 3-½ inches by 5 inches to maximum 6-1/8 inches by 11-1/2 inches; weight: up to 3.5 ounces; thickness: minimum 0.009 inches to maximum 1/4 inches
postcards
dimensions: minimum 3-½ inches by 5 inches to maximum 6 inches by 9 inches (modified August 2021); weight: up to 3.5 ounces; thickness: minimum 0.009 inches to maximum 0.016 inches
floors
Dimensions: minimum 6-1/8 inches by 11-1/2 inches to a maximum of 6 inches by 9 inches (modified August 2021); weight: up to 13 ounces; thickness: 1/4 inch minimum to ¾ inch maximum
mail time
first class parts shipping with the highest delivery priority, though not on a guaranteed time. new service standards adopted in October 2021 mean that for 39% of first-class mail, delivery times have been extended to 1-5 days for addresses in the 48 contiguous states. one piece first class mail traveling within the same region will still have an estimated delivery time of 2 days.
price
Single piece, commercial and non-profit rates are available for single pieces, pre-sorting and automation. two main requirements:
- 500 pieces or more
- addresses go through the National Change of Address (NCOA) and Coding Accuracy Support System (CASS)
Take care of yourself and your sizes! letter size parts that are square or have some other non-machinable feature cannot be mailed at machinable rates.
what is standard mail (usps marketing)?
previously, usps marketing mail was known as standard mail. To better communicate the value of the benefits of this class to marketers, it was renamed in 2017. To start sending marketing emails, you need a permit from USPS. there is an annual fee, but it can be waived if you barcode all your shipments and submit the documentation electronically.
main uses
anything that shouldn’t be shipped as first class or serials. These are postcards, envelopes and plans that are or include marketing materials such as:
- advertising brochures and circulars
- newsletters
- newsletters
- political campaign materials
- catalogues
- merchandise
specifications
In marketing mail, postcard-sized pieces are sorted the same as letters. dimensions: up to 15 inches by 12 inches; weight: up to 16 ounces; thickness: up to ¾”.
mail time
windows of time in the home are not guaranteed. Because first-class mail is priority, delivery times for marketing mail can range from 5 to 20 days or more. Seasonal peak volumes and other factors may contribute to delays in USPS processing and delivery of these mailpieces.
price
This class is called “mass mailing” for a reason: a campaign requires a minimum quantity of 200 pieces (or 50 pound weight) to qualify. When it comes to marketing mail pricing, there is no single postage rate that covers all business or non-profit mail. rather, it depends on weight, size, how many pieces go in the same zip codes, and other criteria.
what is nonprofit marketing email?
many non-profit organizations may be eligible to receive special rates. however, political candidates, local committees, and campaigns do not qualify. must pay commercial marketing mailing fees.
To request approval to send mail at nonprofit marketing mailing rates, nonprofit organizations must complete USPS Form 3624.
Not-for-profit marketing mail has the same requirements as business mail, except for:
- restrictions on some content
- marks (eg indicia) showing non-profit status
- organization name & featured address
usps publication 4117 outlines all the requirements for nonprofit marketing mailings.
what kind of email should marketers choose?
so we covered a lot of details about standard and first class mail (usps marketing mail). And trust me, that’s just scratching the surface.
however, it’s fair to say that deciding between first class marketing mail and usps comes down to deciding which of two factors is more important to you: time or money.
time is priority
first class mail saves you time. Many direct mail campaigns are very time sensitive. Sales offers and promotions must reach customers in time for action to be taken.
some examples:
- holiday mail
- end-of-year sales
- special fundraising requests for nonprofits
- invoices and statements of account
On-time home delivery is also critical to omnichannel marketing. Some campaigns rely on imb tracking of a mail piece to be triggered. and programmatic mail, which is sent based on a customer’s online behavior, should arrive in their mailbox sooner rather than later.
Conclusion: Without reliable and predictable deliverability, your entire campaign is at risk of not achieving the ROI you desire.
Bonus: First class usage also includes free return and forward services, unlike marketing mail (which requires payment). this will save you money (and time) on follow-ups or future campaigns.
money is priority
Standard Mail (USPS Marketing Mail) saves you money, especially when you consider large-scale campaigns. because the moment is not urgent, you can relax a little. Focus on planning as early as possible, starting with estimating your shipping cost using a USPS tool. Then, after considering your projected home delivery times, print your mailing piece correctly and then send it to usps.
Bottom Line: Your campaign savings can be substantial simply by following USPS guidelines for preparing and sending mass mailings with marketing mailings. As long as you’re willing to start early and invest up front, large campaigns can be sent cheaply.
Bonus: Additional discounts of 2% or more on campaigns may be earned if they qualify for usps promotions that use new or emerging technologies.
wrapping it
Choosing a mail class when planning your direct mail campaign involves many decisions. And to make the right decision, you need the most accurate, complete, and up-to-date information.
At mailing.com, our mailing experts use a 1:1 approach to advise you on the best mailing options for your campaigns. Our internal USPS verification and perfect acceptance means your shipments are fully compliant. contact us today for more information. We would love to hear from you!
Editor’s Note: This post was originally published in November 2021 and was updated for accuracy and completeness as of September 2022.