How to Mail Standard Mail® to Your Customers?

Ken Perez
Mar 21
2 min read

Introduction

Standard Mail® is a cost-effective way for businesses to send bulk mail to their customers. Also known as USPS Marketing Mail®, this service is perfect for companies that want to reach a broad audience without incurring high postage costs. If you're a business owner or marketer looking to leverage Standard Mail® for customer outreach, this guide will walk you through the entire mailing process, including eligibility requirements, preparation, and best practices.

Understanding Standard Mail®

Standard Mail® is primarily used for sending promotional content such as flyers, brochures, postcards, and catalogs. Unlike First-Class Mail®, it does not offer guaranteed delivery times but provides a more affordable option for businesses conducting marketing campaigns.

Key Features of Standard Mail®:

Lower Postage Rates: Cheaper than First-Class Mail®.
Bulk Mailing Requirement: Minimum of 200 pieces or 50 pounds per mailing.
Non-urgent Delivery: Usually delivered within 2-9 business days.
Options for Nonprofit Discounts: Eligible nonprofits may receive additional postage savings.

Step-by-Step Guide to Mailing Standard Mail®

Step 1: Ensure Your Mail Meets Standard Mail Eligibility

To qualify for Standard Mail® rates, your mailpieces must meet USPS eligibility criteria:

Content should be promotional or informational (not personal correspondence).
The minimum quantity must be met.
All pieces must be identical in size, shape, and content.

Step 2: Design and Print Your Mailpieces

Ensure that your mailpieces are:

Legibly Printed: High-quality printing improves readability and professionalism.
Standardized in Size and Weight: Follow USPS size regulations to avoid surcharges.
Properly Addressed: Use accurate mailing addresses to prevent returns.

Step 3: Prepare Your Mailing List

A well-organized mailing list enhances delivery success. Follow these best practices:

Update Your Database: Remove outdated or incorrect addresses.
Use USPS Address Verification Tools: Helps in identifying valid mailing addresses.
Segment Your Audience: Grouping customers based on demographics improves targeting.

Step 4: Apply for a USPS Mailing Permit

A USPS mailing permit is required to send Standard Mail®. Steps to apply:

Visit your local USPS Business Mail Entry Unit (BMEU).
Fill out the necessary forms.
Pay the annual mailing fee.

Step 5: Sort and Bundle Your Mail

Bulk mail must be sorted according to USPS regulations:

By ZIP Code: Organize mail into groups based on destination ZIP codes.
By Carrier Route: Helps USPS deliver mail efficiently.
By Size and Shape: Standardization reduces processing delays.

Step 6: Drop Off Your Mail at a USPS Entry Point

Once your mail is prepared:

Deliver it to the nearest BMEU.
Provide the necessary postage documentation.
USPS will process and distribute your mail accordingly.

Step 7: Track and Optimize Future Campaigns

Although Standard Mail® does not include tracking, you can:

Use USPS Informed Delivery® for previewing mailpieces.
Monitor customer responses to gauge campaign effectiveness.
Improve future mailings based on insights gathered.

Conclusion

Using Standard Mail® effectively requires careful planning and adherence to USPS guidelines. By following these steps, businesses can optimize their direct mail campaigns and maximize cost savings while reaching a broad audience.