Standard Class Mail

USPS Standard Mail is a mailing service provided by the United States Postal Service. It is ideal for sending cost-effective advertisements, postcards, flyers, newsletters, and self-mailers. You should prefer this service when you want to save on postage, and timing isn’t necessary. USPS renamed Standard Mail to Marketing Mail in 2017.

The service is relatively more affordable than other USPS services. However, the postal service doesn’t guarantee a delivery time for this mailing class. You can expect your deliveries within 7 to 21 days by using USPS Standard Mail. Ensure your mailers are eligible for this service on the USPS website. You must send at least 200 pieces or 50 pounds to qualify your company for bulk Mail.

This blog is the perfect place to learn about standard Mail, its rates, uses, and delivery times. We will also help marketers make the right decision for their mailing operations.

Key Takeaways

• USPS provides comprehensive mailing service options for individuals and businesses.
• Marketing Mail was formerly known as Marketing Mail.
• Companies should consider this service to send cost-effective and non-time-sensitive marketing mailers.
• Businesses with time-sensitive mailers should consider Standard Mail alternatives.
• You must send at least 200 mailpieces or 50 lbs of mailers to qualify for this service.
• A permit is necessary to use the mailing service.
• USPS is providing a Mail Growth Incentive Program for additional discounts.
• Direct mail automation could streamline your offline marketing efforts.

USPS rebranded its Standard Mail (aka Bulk Mail) to “USPS Marketing Mail” in January 2017. This new service official includes flyers, newsletters, catalogues, bulletins, printed materials, and parcels. The main goal was to better communicate the use of this mail class.

They also changed their postal rates with this transformation. You don’t have to mail materials such as first-class Mail or periodicals, and nonprofit organizations can enjoy even lower postage rates. USPS Marketing Mail doesn’t have a per-piece price. However, there are different pricing structures for various classes of materials.

The postage depends on whether you are using letters, large envelopes, parcels, or Marketing Parcels. It is the perfect mailing service for sending bulk Mail. Businesses can also opt for additional services, such as tracking, return receipts, and insurance. Mail Forwarding service is only available on special requests and extra payments.

It’s a domestic-only service with add-on services, like Priority Mail Open and Distribute. US-based businesses can easily use this mailing service to run their direct mail campaigns.

USPS Standard Mail is ideal for large commercial mailing campaigns. You can also prefer this option when time sensitivity is not a concern. Marketing Mail drastically reduces the mailing costs of your campaign. Imagine how much you could save while mailing thousands of mailers to your target customers. Some of its salient features are;

• Businesses get up to 32% cheaper per piece price than First-Class Mail.
• It takes 5-21 business days to deliver your marketing mail to the intended recipient.
• Standard Mail doesn’t provide a mail forwarding or return service.
• The mail pieces must weigh less than 16 ounces.
• There’s no minimum requirement of 200 mailers to use this service.

It is pretty simple to use this USPS mailing service. Follow these steps to send your marketing mail with Standard Mail: 

• First, you need to ensure that your mailers are eligible to use the service. USPS provides complete guidelines about the eligibility of mailers and items.
• There’s a minimum volume requirement of at least 200 pieces or 50 pounds to qualify your business for bulk Mail.
• A faster delivery is only possible when you sort and organize your mailers by ZIP code.
• You can also select optional services like mail forwarding, tracking, or returning. However, these require additional charges.
• You won’t need a mailing permit if you are using USPS EDDM. However, you must go through the one-time application process and receive a mailing permit to send bulk Mail.
• You can use a permit imprint or postage meter or visit the Post Office (EDDM only) to pay for the postage of your Marketing Mail.

Visit the Post Office or Business Mail Entry Unit to lodge your mailers. If you are using EDDM, you can also schedule an online drop-off.

USPS provides so many mailing services for individuals and businesses that it could quickly become confusing to choose the ideal option for your particular use case. Marketing Mail is the same as Standard Mail. USPS only changed the name of its Standard Mail Class to Marketing Mail in January 2017.

However, you will still see a lot of direct mail resources and services using the Standard Mail terminology. These mail pieces are not personal or confidential. You should use First-Class Mail to send mail pieces with personal information.

The USPS enforces various requirements for sending mailers via Standard Mail. It is vital to consider these requirements for your postcard, letter, newsletter, or flier campaign.

• There’s no minimum weight requirement for using Standard Mail.
• The maximum weight requirement for flats is 16 oz.
• The letter maximum weight limit is 3.5 oz.
• You must send at least 200 mail pieces to a mailing service provider.
• The postal price is dependent on your mail piece format.
• USPS doesn’t charge per-piece Mail.
• Forwarding and returning mail service may require additional fees.

Businesses prefer using Standard Mail to send promotional mailers. In contrast, First-Class Mail is ideal for sending invoices, tax forms, notices, correspondence, envelopes containing bills, and more.

Unlike USPS Marketing Mail, there’s nothing to worry about regarding the minimum mailing volume, presorting requirements, or mailing permits with First-Class Mail. However, USPS still gives less priority to First-Class than Priority Express and Priority Mail.

Many individuals often confuse USPS First Class and Standard Mail. First-Class is also ideal for sending postcards, letters, and lightweight packages. In contrast, Standard Mail is perfect for bulk flyers, circulars, bulletins, and newsletters.

Individuals and businesses must follow the weight and size specifications to use first-class mail prices. Even the slightest difference of 1 inch or 1 oz could heavily impact the postal rates.

You will need to pay extra or send your mailers via a different mail class. The letters, flats, and packages must meet these USPS standards:

• First-Class Mail Postcards
• Minimum Size: 3½ x 5 inches
• Maximum Size: 4¼ x 6 inches
• Thickness: 0.007 inch to 0.016 inch
• First-Class Mail Letters
• Minimum Size: 3½ x 5 inches
• Maximum Size: 6⅛ x 11½ inches
• Maximum Weight: 3.5 ounces
• Thickness: 0.009 x ¼ inch
• First-Class Mail Flats
• Minimum Size: 6⅛ x 11½ inches
• Maximum Size: 12 x 15 inches
• Maximum Weight: 13 ounces
• Thickness: ¼ to ¾ inch
• First-Class Package Service
• Maximum Weight: 13 ounces
• Maximum Size: 108 inches in length and girth combined.

There are significant differences between sending standard Mail and first-class Mail. Delivery speed, price, and options for mail forwarding are the primary differentiating factors. Let us draw a clear comparison between the two services;

Delivery Times

First-class Mail is relatively faster. It takes only 1 to 5 business days for large packages and 1 to 3 days for small packages.

Standard mail delivery times are not guaranteed. However, it could take between 9 and 21 business days for your mailer to reach its destination. This option is only ideal for sending non-time-sensitive mailers.

Holiday Season Deliveries

First Class Mail is the clear winner here. The USPS has to handle millions of mailers and packages during the holiday season, and postal workers have to work overtime to ensure deliveries across the country.

They give higher priority to first-class mailers over standard/marketing mail. Businesses should switch to First Class during the holiday season for time-sensitive promotions. For example, many retailers use First Class to send their promotional materials about their ongoing or upcoming holiday sales.

Standard Class may take weeks to deliver your mailers during the holiday season, and delivery times could vary widely. The holiday season is the time from Thanksgiving to New York. It is the peak mailing season for USPS, which processes over 15 billion mail pieces.

Local mail and regional bottlenecks are the main reasons behind delays during the peak season. These delays are often unpredictable and out of the control of the postal service.

Use Cases

Leading businesses prefer First-Class Mail for sending time-sensitive and confidential mailers. Individuals and companies can use this service for mailing bills, appointment reminders, statements, correspondence, and time-sensitive marketing materials.

In contrast, Standard Mail is more suitable for bulk mailings, advertising, and marketing campaigns. However, this option does not offer free forwarding and return services.

We covered a lot about First Class and Standard Mail in this blog. However, marketers need more information to make the right decision between the two. Each campaign could be different from the other.

The choice between First Class and Marketing Mail only depends on two factors: time and money.

When Time Has Higher Priority: USPS Presorted First Class

Some businesses have time-sensitive campaigns to attract their prospects. For example, a promotional campaign for a sale or an invitation for an upcoming event. We cannot execute these campaigns with the slow delivery times of standard Mail.

Many marketers prefer using omnichannel marketing for their advertising campaigns. On-time delivery is crucial for the success of these efforts. Some campaigns are also dependent on IMB tracking of mailers.

Time-sensitive campaigns need reliable and predictable deliverability. You will put your entire campaign at risk if you don’t prioritize time for such scenarios. First Class Mail also provides free return and forwarding services. It ultimately saves you more money on follow-up and future campaigns. The ideal scenario for using USPS First Class Mail would be;

• Holiday mailers
• Exclusive nonprofit fundraising appeals
• Bills, invoices, and statements
• End-of-year sales

When Money Has Higher Priority: Standard Mail

Brands often run large-scale direct mail campaigns to attract or engage their target audience. They cannot afford to deplete their marketing budget in a short timeframe. We understand that timing is everything in advertising, but only some marketing materials are time-sensitive. The rest of the efforts are necessary for brand awareness, positive perception, market presence, and remaining on top of minds.

USPS Standard Mail (now Marketing Mail) is an ideal service for saving money and running large-scale campaigns. However, marketing professionals must carefully plan as quickly as possible. For example, you must start your Christmas campaign before Thanksgiving itself.

The USPS postage calculator is amazing to start planning the campaign’s budget. You can also avail yourself of bulk mail discounts by preparing your mailers according to USPS guidelines. Large campaigns could be highly economical as long as you start early and invest in proper direct mail services.

Some companies even enjoy an additional 2% discount or more by qualifying USPS promotions that use new or emerging technologies. It could lead to substantial savings, considering your campaign’s size.

Some new professionals may find it challenging to decide between First Class Mail and Marketing Mail. However, we will help you determine why Standard Mail is ideal for your upcoming campaign.

Ideal for Bulk Mail Campaigns

Running a direct mail campaign doesn’t mean only sending a few dozen mailers. You must target at least a few hundred to get positive results for your efforts. USPS Standard Mail is the perfect mailing service to support your bulk mail campaigns.

This option could substantially reduce postage costs for any business. Direct Mail marketing experts can predict the precise time when their Mail will reach the recipients. USPS has an interactive map that helps in this prediction. Using direct mail automation is even better with this mailing service. Marketers can easily automate their workflows and save time while launching personalised bulk mailings.

Budget-Friendly Option

Money is a huge factor, even for the most prominent brands. You might use a faster mailing service with additional features. But are you willing to extinguish your marketing budget fast?

USPS Standard Mail is sensible to save your budget and reach the target audience. It only costs $0.202 (per piece) to send an EDDM USPS Marketing Mail Flat. The cost-effective mailing option keeps your campaign running without wasting a single penny. Most brands use USPS Marketing Mail to run their brand awareness or lead generation campaigns. However, you should prefer Standard Mail alternatives for sending your offline communications.

Wider Reach

Saving big money also means a more extensive market reach. Your marketing mailers could reach more doorsteps than any other mailing service. Bulk mail campaigns increase your brand’s reach and help you remain at the top of prospects’ and customers’ minds. Your marketing team could strategically use this option throughout the year to stay relevant in the market.

USPS Every Door Direct Mail® is an affordable solution for enjoying Standard Mail. You need to buy a permit or pay an annual mailing fee to use this service. Even the postal prices are lower than those of USPS Marketing Mail.

However, USPS EDDM is only ideal for unaddressed Mail sent to every mailbox in an area. It means you cannot target or personalize your mailers and messages to specific people or addresses. Most companies use this service for general marketing efforts.

Every business wants to grow its mail volume to increase its market impact. Thankfully, USPS offers a First Class and Marketing Mail Growth Incentive program. These programs aim to encourage business owners to grow their mail volume in 2024.

USPS will issue postage credits to companies that grow qualifying First-Class or Marketing Mail volumes in 2024 compared to baseline volume in 2023 (FY23) and adhere to all other requirements.

Which Qualifying Volumes do You Need for the First-Class Mail Growth Incentive Program? 

• Presort Cards
• Presort Letters
• Presort Flats

Qualifying Volumes for the Marketing Mail Growth Incentive

• Marketing Mail Letters and Flats
• Marketing Mail Saturation Letters and Flats
• Marketing Mail Mail Carrier Route
• Marketing Mail High-Density Letters and Flats
• Marketing Mail Parcels and Saturation Parcels

USPS will calculate the Growth Incentives and corresponding postage credits separately. To register and become eligible for the postal credits, the company might need to send at least a million pieces in CY24. The postal service will directly issue a 30% postage credit depending on the mail volume in CY24.

How Do You Register for USPS Growth Mail Incentives?

To access these incentives, you can register your business using the Mailing Promotions Portal. USPS provides a corresponding baseline volume based on your Customer Registration IDs (CRIDs). To finish the registration process, you must record your agreement with this baseline volume and other conditions.

Marketing mail refers to the process of using the USPS Marketing Mail services with automated workflows to send postcards, letters, brochures, etc. It helps spread brand awareness, build customer perception, and generate leads. Marketing Mail is relevant for both B2C and B2B selling.

Digital marketing might be a more straightforward method of reaching your prospects and customers. However, it is getting challenging to cut through the digital noise every day. That’s where direct mail marketing comes into play and builds better relationships with clients and customers.

People Love to Direct Mailers

How many marketing emails do you receive on average? The number would be over 100 per day. No one can go through these emails from their busy schedules. A USPS survey claims direct Mail as a famous alternative. 72% of Gen Z survey participants said that they love to receive mailers. Even 71% of Gen Z believe that direct Mail feels more personal and tangible than digital communication.

The younger generation treats direct mailers with a novelty factor. Marketers know this and use USPS Standard Mail to target their young audience with attractive mailers. This excitement toward marketing mailers ensures higher engagement and response rates from prospects and customers.

Direct Mail is More Suitable for Account-Based Marketing (ABM)

A marketing strategy is often dependent upon collaboration between the marketing and sales teams. It helps develop the most personalised experiences for valuable customers.

They can use direct mail automation and USPS Standard Mail to connect with customers with a personal experience. You cannot do this with text messaging or email since they need GDPR compliance.

A Single Mailpiece Can Penetrate an Entire Household

Are you still sceptical about the USPS Standard Mail prices? You can send a single mailer to share your marketing message with an entire household. A 2021 Census report shows that 72% of American households have two or more people living together.

It shows the tremendous opportunities you have in your hand while using direct mail automation. Instead of sending multiple mailpieces, a single mailer is enough for a household. Your prospects or customers will likely retain the Mail for several days. You leave a long-lasting impression without breaking the bank on marketing mail.

Cut the Digital Clutter

Almost every business has access to digital marketing tools to engage customers and generate leads. However, this gives birth to the problem of digital clutter. People often feel intimidated by digital content on social media, emails, and search result ads.

They might even ignore or forget your brand even if you use all these channels to promote your offerings. Many companies are ditching Direct Mail in the hope of achieving better engagement with digital channels. However, the reality is different from their expectations.

Direct Mail has less competition than email marketing or social media ads. Your prospects and customers receive significantly fewer physical mailers than marketing emails. USPS Standard Mail is the ideal service to reach your target audience and beat the competition.

Direct Mail is Tangible, Creative, and Memorable

Traditional direct Mail might not be adequate for implementing your creativity. However, automated direct Mail provides built-in editors and templates to fully customize your mailers. Some tools also use Variable Data Printing (VDP) to help you personalize individual mailpieces with relevant details.

Direct Mail is more tangible than any digital communication. People can physically interact with mailpieces and retain them in their households. It naturally creates a more memorable experience than other channels. Successful brands use this strategy to have higher engagement and response rates.

Cost-Effective Marketing Approach

You might think that email marketing is more affordable than US Standard Mail. However, we must consider the incredible response rate that contributes to your overall ROI. Personalization, nostalgia, and exclusivity are factors that encourage people to respond to your mailers.

In contrast, it may be cheaper to run a bulk email marketing campaign. However, there’s no assurance of receiving a decent response rate. You still have to invest in email marketing software and dedicate countless hours to configuring your campaigns.

Every traditional marketing team understands the pain of running manual mailrooms. They must purchase expensive equipment and hire dedicated professionals to run the time-consuming processes. We cannot run efficient direct mail marketing campaigns with such tedious approaches.

You need a reliable direct mail automation tool like PostGrid Print & Mail API to streamline your mailing operations. It is the perfect tool for targeting, segmenting audiences, printing, sending, and tracking your offline advertising campaigns. Marketing professionals can access USPS Standard Mail service directly from our unified dashboard to numerous additional features.

Our customers enjoy remarkable features like; 

• Personalised Mailers
• Automated Trigger-Based Campaigns
• Quick Integrations
• Detailed Analytics and Reporting
• Full Compliance
• Enterprise Grade Data Security
• Highly Scalable Direct Mail Services
• Discounts on USPS Standard Mail.

Sign up now to enjoy USPS Standard Mail service!

We finally understand the importance of USPS standard mail among marketers. They must follow the specific guidelines to use this service to their advantage. However, a traditional direct mail approach isn’t going to work in 2024’s digital world.

It is advisable to use an automated solution to streamline direct mail campaigns with personalization, reporting capabilities, and higher control. The choice between Marketing Mail and Standard Mail alternatives depends on the urgency and budget of your mailpiece. You must use First Class mail when blazing fast speed is necessary. At the same time, Marketing Mail is best when you have to save money and mailers are not time-sensitive.

Every bulk mail campaign should consider the cost-effectiveness and efficiency of the USPS Standard Mail service. However, try to ensure your contact database is up to date and has no errors to avoid failed deliveries.