USPS Marketing Mail vs. First-Class Mail

Introduction

Your mail piece has been designed, your mailing list has been selected, and you’re ready to launch your campaign. The next question then becomes: Which USPS mail class should you use – USPS Marketing Mail or First-Class Mail? When people think of mail, they are usually thinking of First-Class Mail. First-Class Mail is typically used for individual mailings, but is it the best choice for a mass mailing campaign?

There are key differences between USPS Marketing Mail, formerly known as standard mail, and First-Class Mail, with pros and cons for each type of mailing. Knowing the difference between the two types of mail that the USPS offers could mean saving money and time.

What are the Main Differences When Choosing Between USPS Marketing Mail or First-Class Mail?

There are a few big differences to think about when trying to decide between using USPS Marketing Mail or First-Class Mail. First, is the pricing structure of the two types of mail. USPS Marketing Mail generally is going to cost less, and could become more expensive depending on the shape, weight, and the way that the envelopes are sorted.

For most mailing campaigns, USPS Marketing Mail is the method that mailers choose. On the other hand, First-Class Mail costs more expensive than USPS Marketing Mail, with a pricing structure that becomes more expensive for every ounce above the standard weight of one ounce.

The next point to consider when trying to decide between using USPS Marketing Mail or First-Class Mail is the delivery speed. For USPS Marketing Mail, the delivery speed for your mail piece is anywhere from 2 – 21 business days, whereas First-Class Mail can take anywhere from 1 – 5 business days. USPS Marketing Mail is intended for advertising and promotional mailings, while First-Class Mail is intended for personal letters and business communications where the speed that the mail reaches its’ recipient is more important.

The last big difference when deciding whether to use USPS Marketing Mail or First-Class Mail is the ability to return and/or forward the mail. USPS Marketing Mail does not allow for this service to happen, unless an additional fee is paid. This can mean that, if your mailing list is outdated, a chunk of your audience will not get the mail piece. This highlights the importance of making sure that the mailing list you’re using for your campaign has had the list scrubbed for accuracy on a regular basis.

For more information on the importance of data hygiene, check out Geon’s article on the importance of that here, as well as how CASS Certification and NCOA processing works. On the other hand, First-Class Mail allows for mail to be forwarded and returned.

When Would I Use USPS Marketing Mail or First-Class Mail?

There are various times when you would use one type of mail over the other. First, depending on your campaign’s budget, it might be smart to use Marketing Mail over First-Class Mail. By using Marketing Mail, the campaign could potentially have more mail pieces sent out, as it is cheaper. First-Class Mail is a good choice when mailing out invoices, legal notices, checks, statement, or any other documentation where having reliable delivery is more important than saving on postage.

Next, depending on if the offer in your mail piece has a time-based offer attached to it, it could be worth using First-Class Mail, as you can have a guarantee that your offer will get to the recipient before the date of the event. The offer isn’t going to have much of an impact if the recipient of the mail receives the mail piece after the event has happened!

Is USPS Marketing Mail or First-Class Mail Best For My Campaign?

For most mailing campaigns, choosing USPS Marketing Mail is the preferred choice, due to its lower postage costs allowing mailers to reach more prospects while sticking to the same budget. While delivery might take longer, the savings by using USPS Marketing Mail often will outweigh the longer transit time.

First-Class Mail is usually reserved for mail pieces where speed, forwarding, or return service is more important, such as for invoices, account statements, or time-sensitive offers.

While there is no universal “best” option for direct mail, the right choice often depends on the campaign’s budget, timeline, and campaign objectives.

FAQ

• Q: When looking at USPS Marketing Mail or First-Class Mail, is there a minimum quantity of mail that I need to send?
  • A: Yes, there is a minimum requirement of either 200 mail pieces or 50 pounds of mail required to use USPS Marketing Mail. First-Class Mail has no minimum requirement of mail pieces to be sent.
• Q: Are there times of the year when the mail runs slower than usual?
  • A: During November and December, with the holiday season, the USPS has reported that it will take mail longer to get places, due to the influx of mail during that time. So, if you’re planning on a campaign during that time period, that is definitely something to keep in mind.

Conclusion

Selecting the best type of mail to send to your customers to ensure the mail piece gets to the right place at the right time is an important part of the direct mail campaign. The choice between USPS Marketing Mail or First-Class Mail ultimately comes down to finding a balance between cost, delivery speed, and the goals of your campaign. By understanding the strengths of USPS Marketing Mail or First-Class Mail, you can help ensure that your marketing budget is spent as effectively as possible.

For more information on USPS Marketing Mail and First-Class Mail, check out the USPS page comparing the two classes of mail here.