The Trend Report: Q1 2022

The best way to predict the future is to predict the one you want. Check out our take on current trends and how you can adapt to them.

Is First Class Mail Still the Best Fit for You?

In this era, you can order anything and have it delivered within 24 hours. In contrast, first-class mail delivery rates have slowed down incrementally over the years, which amounts to a trend line that’s counter to consumer expectations. The USPS’ most current data estimates delivery times for first-class mail at 5 days, whereas marketing mail is at 12 days. At PS, we are reimagining postal logistics strategies as cost-savings opportunities to best serve the needs of your program. Have you considered these questions? Learn more about the specifics of first-class versus marketing mail here.

• Look at the raw data. How much are you spending on first-class postage vs. marketing mail? How much faster is your mail delivering as a result?
• Think about your donor journey. Is the first-class stamp vital to your donor experience?
• Analyze, and make key decisions. Are the delivery benefits of mailing first-class essential to your program goals?

Key Takeaway:

First-class mail is three times more expensive than marketing mail. we challenge the theory that timing is your final decision maker. If your strategy and schedule can adapt to align with the in-home delivery timeframe of marketing mail, real cost-savings are achievable.

Consider Backup Component Alternatives:

From toilet paper to pasta, supply chain challenges have been one of the most significant effects of the pandemic. The direct mail industry has felt the impact of the paper market shortage, resulting in huge challenges to sourcing components, such as envelopes. Plan ahead, and balance your planning with flexibility when market conditions shift without warning. Communicate, start with what’s available, stay close to your production partners, and let that inform your strategy. Learn more here.

• If all you can source are #10 envelopes, then get creative. Digital printing and VDP can be used to personalize each envelope.
• If envelopes aren’t available, consider a postcard or self-mailer. The iron cross fold can make your package stand out.
• If your preferred premium isn’t available, then consider other options. How far in advance can you secure your orders?

Key Takeaway:

What’s a strategy without execution? while supply and demand for critical components to direct mail production are in flux, your best strategy is to start with what’s readily available. Your PS team is here to help you solve problems creatively. Stay in tune with your production team every step of the way!

We have two feet firmly planted in the present, with a focus on the future. we’ve got you covered. Reach out to your PS contact today if you have any questions.