Managing Direct Mail Campaign Costs

Marketing costs are on the rise across various channels, from social and digital to TV and print—and direct mail is no exception. To increase efficiencies and adapt to an ever-changing market, businesses need to be smart with every dollar spent.

The United States Postal Service offers exclusive discountsarrow_right_alt to marketers using interactive direct mail formats, certain personalization techniques and emerging tech. These promos can cut campaign costs significantly and help offset mailing rate hikes. The Tactile, Sensory & Interactive Mailpiece Engagement Promotion, for example, provides a discount on qualifying mailing campaigns. 

With strategic use of direct mail lists, marketers can precisely target their ideal audiences. Insights from purchase and browsing history, brand engagement, demographics and location data can all be leveraged to segment audiences and create relevant, personalized campaigns that speak to customers’ unique needs. Focusing on quality over quantity can increase the chances of interaction while reducing waste and decreasing spend.

Mail format, size, weight and material can all affect postage costs. Standard-sized mailers and lighter-weight materials can help keep costs to a minimum, while taking advantage of promosarrow_right_alt for more intricate, unusual formats and features can keep options open when getting creative. To avoid any surprises, work closely with your print vendors early on in the campaign process to align on the most cost-efficient format. 

Where you drop off your mailers can make a big difference for your bottom line. As of 2025, destination entry prices—the discounted rates that are available to businesses transporting mail to postal facilities closer to the final delivery destination—now require drop-offs at a Destination Sectional Center Facility (DSCF)arrow_right_alt, rather than a Network Distribution Center (NDC). Work with a logistics partner closer to your final delivery ZIP Code^™ area to take advantage of these savings.

USPS^® tools can help you budget and model direct mail campaign costs to make the most of your campaign. Start out with the USPS direct mail calculator to estimate postage costs, compare formats and see where you can save.

Done right, direct mail can be a cost-effective, high-performing element in the omnichannel mix, requiring 21% less cognitive effort to process than digital media yet generating stronger emotional responses and higher memory retention.^[1] Precise customer targeting, thoughtful design, strategic logistics and the right promotions can help you stay under budget and a step ahead.