Many business owners underestimate the critical role mail plays in growing a business.
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Make no mistake. The way you approach business mail will impact your marketing, operations and financial well-being.
It's important to optimize your business mailings to maximize the bang you get for each postage buck.
Here are a few useful small business mailing tips that were provided to us by small business postage meter provider Pitney Bowes.
Use your transactional mail for marketing purposes.
Many businesses send out business mail (e.g. statements, invoices, etc.) and pay a set amount for postage without using the maximum weight for that postage rate. They forego the opportunity to include additional inserts in their transactional mail, even when doing so would not raise their postage costs.
Smart business owners use transactional mail as an opportunity to upsell customers and build customer loyalty. As an example, you can promote other products and services by adding inserts, brochures and cross-sell materials to statements and invoices.
Increase the number of inserts.
If you are already including inserts, it may be cost effective to add even more. Depending on the size and weight of each insert, you may be able to add up to six or more new components per ounce.
Combine multiple communications into one envelope.
If you are planning to send a notification or reminder to your customers, you could save money by combining this communication with another mailing, such as a statement.
Likewise, if you have customers who currently receive two or more statements each month, consolidating these into a single envelope (a practice known as householding) can reduce your expenses dramatically.
Overall, with no increase in the additional ounce rate, you can save money by sending fewer, but more valuable, mail pieces. But be careful – once you exceed the 3.5 ounce threshold for letter mail, your piece will be classified as a flat, which will increase your costs.