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Every donation counts toward your nonprofit’s cause. But what if, beyond one-time donors who gave when they felt inspired, you had a constant community dedicated to pushing your mission forward?

A member program allows you to turn passive contributors into active partners in advancing your impact. Your nonprofit collects monthly or annual fees from its members while providing incentives such as exclusive content and event discounts. The result: lifelong support you can count on year after year.

However, building a thriving member program requires a thoughtful marketing strategy that sparks the interest of potential members and keeps existing ones engaged. Let’s explore four practical tips for boosting your reach.

1. Highlight the benefits of membership online.

Member benefits turn your nonprofit’s program into a mutually beneficial opportunity, increasing the likelihood that people will join. You could send out members-only newsletters, offer discounts for your online store, or provide free online learning courses related to your cause—whether that’s anything from sustainable living to digital literacy.

To maximize awareness of these enticing benefits, showcase them across various online platforms. For example:

• Create a dedicated member benefits page. On your website, provide a one-stop resource for people to learn more about your member program. If you have membership tiers, outline which benefits each level includes. Ask your existing members for testimonials you can add to the page, describing their reasons for joining and the value of their membership experience.
• Send targeted emails spotlighting benefits. Segment your email list to highlight member benefits that resonate with various groups in your audience. For instance, if members receive invitations to exclusive events and early registration privileges for general activities, share these perks with all of your past event attendees.
• Post about member benefits on social media. Create visually engaging posts that illustrate the benefits of your membership program, such as snapshots from your latest members-only event or the t-shirts members receive upon joining. Include a hashtag, like #WhyJoin[Nonprofit’s Name], to increase engagement and visibility.

Maintain consistent branding across your marketing materials to build trust and streamline the member signup process to remove any potential obstacles to joining.

2. Use direct mail to connect on a personal level.

In the age of digital communication, a physical letter or postcard can really make a lasting impression on potential members. While it may not be feasible to send direct mail to everyone in your audience, it’s a powerful way to connect with the most promising prospects for your program.

Look in your nonprofit’s database for repeat donors, long-time volunteers, and lapsed members who are the most likely to be interested in joining. Then, send a compelling letter or postcard that:

• Addresses the recipient by name. A personalized greeting helps your audience feel individually valued by your nonprofit. If possible, reference their past involvement and the impact they’ll create as a member. For example, you might tell a monthly donor that joining your program will allow them to continue their support while unlocking access to discounted event tickets.
• Incorporates a persuasive offer. To inspire immediate action, consider launching limited-time incentives for new members, such as one month of free membership or reduced dues for the first three months. 
• Includes an eye-catching call to action (CTA). Make it easy for your direct mail recipients to take the next step by adding a prominent CTA and straightforward instructions on signing up for your member program. Display your registration link and a QR code that takes them directly to the page. You might even include a pre-addressed return envelope if recipients prefer to join that way.

Be creative with your direct mail marketing campaign to provide a memorable experience for recipients. Take the Convoy of Hope, for instance. The disaster-relief nonprofit wanted to incentivize GivingTuesday donations by sending branded t-shirts along with their thank-you letters to donors. This campaign resulted in much higher engagement than the nonprofit could have anticipated, raising over $100,000 more than the previous year.

3. Create a referral program to broaden your audience.

Imagine you’re trying to decide between two similar restaurants, both with equally raving reviews online. However, you hear from a close family member that they had a fantastic experience at one of the restaurants. Chances are, you’ll be more inclined to try the option your family member recommended.

A member referral program operates similarly. Even if your nonprofit’s marketing materials are strong, a personal endorsement from a trusted individual can be the ultimate deciding factor for someone to join. Getting Attention’s membership marketing guide recommends offering rewards for referrers and referees, such as membership discounts, and setting a benchmark for how long referred members must stay to receive the reward.

Additionally, host exclusive member events with a “bring a friend” option to introduce more people to your program. Even if the guests don’t become members immediately, follow up with them to build their interest. According to iMIS, an engagement management system (EMS) is the perfect solution for tracking and accessing a holistic view of your members. Use your nonprofit’s data to create strategic plans for strengthening relationships with potential members.

4. Improve your messages with A/B testing.

Acquiring members shouldn’t be a guessing game. Hone your marketing and member engagement strategies by conducting A/B testing. To do so, you create two versions of your content—whether that’s a website page, an email, or a social media post. Change only one variable at a time, such as:

• Subject line wording
• CTA text
• Button design
• Delivery time
• Image choice
• Message length

Then, publish the two versions or send the messages to two similar groups in your audience. Track key performance indicators (KPIs), including click-through and conversion rates, to see which performs better. Use an online statistical significance testing tool to verify that the difference in performance is large enough to be meaningful and not due to random chance.

Use your A/B testing results to make data-driven improvements to your membership marketing strategies. For instance, you might determine that the time of year significantly affects audience engagement and decide to ramp up your marketing efforts during the holidays when generosity peaks.

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Remember that a strong marketing strategy continually adapts to your audience’s shifting needs and interests. Stay on top of recent trends in direct mail, social media, and email marketing to find new ways to connect with potential members. Survey your existing members to find out what inspired them to join, and use these insights to refine your marketing approach going forward.

By The Printing for Less Team

In an era dominated by digital marketing, the U.S. Postal Service (USPS) remains a powerful ally for savvy marketers looking to stand out by taking advantage of all it has to offer. (At least for now; the new administration is again talking about privatizing the entity, which could change its offerings dramatically.) While many take the USPS for granted, its innovative tools and services offer unique opportunities for businesses to create impactful direct mail campaigns. From advanced targeting options to seamless integration with digital platforms, the USPS is enabling marketers to leverage direct mail in ways that are more effective than ever.

Bridging Physical and Digital: Informed Delivery

One of the USPS’s most innovative offerings is “Informed Delivery,” a service that bridges the gap between physical mail and digital marketing. With more than 33.6 million users and growing, Informed Delivery allows consumers to preview their incoming mail digitally before it arrives via email or an online dashboard. For marketers, this means every direct mail piece can now include a digital touchpoint. Businesses can create interactive campaigns with representative images, ad banners, and clickable calls-to-action (CTAs) that link directly to landing pages or offers. This dual-channel approach not only increases impressions but also provides valuable insights into open rates and click-through performance, helping marketers optimize their campaigns for better ROI.

Reaching Every Household: EDDM

Another standout USPS service is Every Door Direct Mail (EDDM), which allows businesses to target entire neighborhoods or specific geographic areas without needing a mailing list. EDDM is particularly appealing for small and local businesses looking for cost-effective ways to reach potential customers. By selecting postal routes through an easy-to-use online tool, businesses can send postcards, flyers, menus, or coupons to every address in their chosen area. This approach eliminates the need for expensive mailing lists and permits while ensuring maximum reach at a lower cost per piece compared to traditional direct mail campaigns.

For example, a local restaurant could use EDDM to promote a new menu or special event by targeting nearby residents, while a retail store could announce a grand opening or seasonal sale. The simplicity and affordability of EDDM make it an invaluable resource for businesses of all sizes.

Why Savvy Marketers Are Turning to USPS

Direct mail continues to outperform many digital channels in terms of response rates, boasting rates of 5 to 9 percent compared with less than 1 percent for email marketing. The physical nature of direct mail creates a lasting impression on recipients, with studies showing that 75 percent of business mail stays in homes for over four weeks and is revisited multiple times.

By leveraging USPS tools such as Informed Delivery and EDDM, marketers can amplify these benefits while integrating direct mail into omnichannel strategies. Additionally, USPS services are designed with ease-of-use in mind. Whether it’s bundling and preparing EDDM mailings or setting up an interactive Informed Delivery campaign, the USPS provides user-friendly tools that simplify campaign execution while delivering measurable results.

USPS’s Commitment to Sustainability: A Marketing Advantage

The USPS’s commitment to environmental responsibility adds another compelling reason for marketers to choose direct mail. Through its National Recycling Operation, the postal service recycled more than 500,000 tons of materials in 2023 alone. Additionally, the USPS’s “Deliver Green” initiative includes one of the largest alternative-fuel vehicle fleets in the country, with plans to transition to 100 percent electric delivery vehicles by 2035.

For marketers, this environmental commitment translates into tangible benefits. The USPS’s BlueEarth program offers free recycling for marketing mail materials, making it easier for businesses to promote their sustainability efforts to increasingly eco-conscious consumers. Furthermore, the postal service’s provides guidelines and certifications for sustainable packaging, helping businesses align their direct mail campaigns with their environmental goals.

‍Some key sustainability initiatives that benefit marketers include:

• USPS’s Eco-Friendly Mail Task Force is creating guidelines for sustainable direct mail design
• Address-accuracy tools that reduce waste from undeliverable mail
• Intelligent-route planning that minimizes delivery carbon footprint
• Partnership programs with environmentally certified paper manufacturers.

When combined with Printing for Less’s own sustainability practices, such as our PrintReleaf certification and wind-powered facility, marketers can confidently promote their use of environmentally responsible direct mail to increasingly eco-conscious consumers. Studies show that 72 percent of consumers are more likely to respond to marketing materials that emphasize environmental responsibility, making this a powerful selling point for direct mail campaigns.

Unlocking the Full Potential of Direct Mail

For innovative marketers willing to explore beyond traditional methods, the USPS offers a plethora of opportunities to elevate direct mail campaigns. By combining physical mail’s physical impact with digital integration, businesses can create highly targeted, cost-effective campaigns that drive engagement and deliver results.  

As more consumers become overwhelmed by digital ads, direct mail’s ability to stand out becomes even more valuable. Marketers who embrace the USPS’s readily available and, for the most part, easy to use tools will not only capture attention but also build stronger connections with their audiences—proving that sometimes, traditional methods paired with modern innovation can deliver extraordinary outcomes.  

There are more than 1.5 million 501(c)(3) nonprofits in the U.S. alone, all striving to build strong communities around their missions and raise the funds they need to make a difference.

With so many worthy causes and organizations, how can your nonprofit stand out from the crowd and inspire support? While the answer to this question is complicated and multi-faceted, there is one key underlying factor: your branding.

Your nonprofit’s branding is more than just a design you slap onto your marketing materials. It’s your visual and verbal identity. It defines every experience and impression people have when interacting with your organization.

A strong nonprofit brand builds trust, creates alignment, and motivates people to get involved in your mission—but establishing one requires research, thought, and fine-tuning. Let’s explore some do’s and don’ts to set your organization up for success with its branding strategy.

Do: Understand Your Target Audience

While your nonprofit should aim to secure as much support as possible, this doesn’t mean you should try to appeal to everyone. Doing so can cause your organization to appear too generic and make it more challenging to stand out. 

Donors and volunteers get involved with specific nonprofits and causes based on their interests, values, and experiences. Your brand identity should resonate with those most likely to feel passionate about your mission.

While you may not be able to get to know every member of your target audience personally, you can use data to understand what motivates them as a whole. The NPOInfo donor data management guide recommends collecting and analyzing relevant details such as:

• Age
• Gender
• Location
• Employment
• Volunteer activity

The North Carolina Community Health Workers Association (NCCHWA) is a stellar example of a nonprofit that aligns its branding with its audience. Since a high percentage of the organization’s community speaks Spanish, the NCCHWA has a Spanish version of its logo and a translated version of its website to better connect with its target audience.

Do: Keep Branding Consistent Across All Materials

When donors give to your nonprofit, they want to be confident that their dollars will go toward furthering your mission. If your website is full of bright colors and casual messaging, but the donation page they land on is largely monochrome with a professional tone, they may wonder if they ended up in the right place.

Whether you’re designing a website page or sending text messages, they should all have a similar look and feel. Brand consistency allows your nonprofit to:

• Become more recognizable
• Boost trust and credibility
• Stand out from other nonprofits
• Build loyal, lasting supporter relationships
• Align staff, volunteers, and donors behind your mission

This consistency should apply to online and offline marketing efforts. For example, direct mail and merchandise are powerful ways to keep your mission top of mind, serving as physical mementos for your organization. Convoy of Hope is a disaster relief nonprofit that sent branded t-shirts as thank-you gifts to donors during GivingTuesday, resulting in higher fundraising engagement than ever before. Plus, whenever a donor wears the t-shirt, they help spread the word to others who see it.

Do: Standardize Brand Guidelines

Each member of your nonprofit’s staff and volunteers acts as a representative of your organization and brand, whether they’re creating social media posts or interacting with attendees at one of your events. Help them keep your voice and identity consistent by outlining official brand guidelines in a shared document.

According to the Liminal nonprofit branding guide, your brand guidelines should include these essential elements:

• Name: Specify your organization’s official name, along with any accepted abbreviations that can be used, such as “WWF” for World Wildlife Fund.
• Logo: Include your logo, explain any acceptable variations, and provide instructions for appropriate usage across various marketing materials and communications.
• Core Messaging: Ensure your internal and external content is focused and compelling by providing your “why” statement, mission, vision, values, tagline, and other essential communication components.
• Voice and Personality: Is your nonprofit a warm and compassionate presence in its community? Or do you aim to come across as witty, casual, and playful? Decide on a consistent voice and personality to guide your messaging and interactions with supporters.
• Typography: Your nonprofit’s fonts and styling choices can significantly impact how people react to your content. Indicate when your team should use various sizing, capitalization, or font weights.
• Color Palette: Define your nonprofit’s primary and secondary colors, along with hex codes for easy reference. Include details such as appropriate color combinations and other special considerations.

Put your brand guidelines in an easy-to-access location for your staff and volunteers. Remember to review the document regularly to make updates and additions as needed.

Don’t: Assume DIY Is Better

Many nonprofits believe that, to win the support of new and long-time donors, they must give the impression that they’re passionately working to make a difference in the face of significant challenges—such as a perpetually tight budget.

This mindset often leaks into their branding strategies. Their websites might feature hand-drawn logos, clip art, and unclear calls to action (CTAs). Their font choices may be inconsistent or stylized and difficult to read. While you might think this homemade approach can make your nonprofit seem more charming and relatable to donors, it can actually detract from its credibility and reputation.

A more professional brand identity, on the other hand, conveys that your nonprofit is committed to high-quality results—whether you’re creating a website or carrying out your mission. Donors will feel much more comfortable giving you their hard-earned dollars when they’re confident that you’ll put their contributions to good use. Enhancing your organization’s brand will boost, rather than undermine, your chances of connecting with donors and community partners.

Don’t: Be Afraid to Rebrand If Necessary

Your nonprofit’s brand isn’t completely set in stone. If you think your branding strategy isn’t resonating with your community and bringing in the support you need, you can always pursue a rebranding project.

To improve or overhaul your existing brand to better capture what your organization stands for, consider reaching out to a nonprofit branding agency for help. A well-experienced team can:

• Engage with your audience to learn and improve how they perceive your organization.
• Work with you to create clear and compelling core messaging.
• Draft an attention-grabbing logo and color palette that encapsulates what you do.
• Design an eye-catching website and marketing materials that reflect your brand.
• Put together a brand style guide to align your team’s efforts going forward.

Even after your rebranding project is complete, your nonprofit can establish a long-term partnership with the branding agency to continually set and meet new branding goals. From monthly newsletters to printed annual reports, you can always uncover more opportunities to inspire and engage your audience with strong messaging and a clear brand identity.

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If you need a little more inspiration on your nonprofit’s branding journey, consider checking out other successful organizations and examining how they portray themselves across various mediums and platforms. While you should avoid directly copying another nonprofit’s brand, looking at strong examples can help you pinpoint helpful ideas and best practices for establishing your own unique identity.

By The P F L and Printing for Less Teams

In recent years, consumer awareness and concern about climate change have grown significantly. While not yet the norm, it has led to a shift in purchasing behaviors and expectations about companies. This trend is reshaping the business landscape, with carbon offsetting emerging as a key factor in consumer decision-making.  

According to PwC’s 2024 Voice of the Consumer Survey, an overwhelming 85 percent of consumers are experiencing the disruptive effects of climate change in their daily lives. This firsthand experience has translated into a willingness to pay more for sustainably produced or sourced goods. The survey found that consumers are prepared to spend an average of 9.7 percent extra on such products, even in the face of cost-of-living concerns and inflationary pressures.

In our recent e-book, Direct Mail 2025: Emerging Trends and Strategies, we noted that studies show that the carbon footprint of email and digital advertising can sometimes exceed that of direct mail when factors such as data center energy use are considered. This awareness is leading to a more balanced approach to marketing channel selection. In fact, according to a report by Pitney Bowes, 67 percent of consumers say they’re more likely to do business with companies that offer carbon-neutral shipping options. 

This sentiment is further supported by Bain & Company’s 2023 Consumer Lab ESG Survey, which revealed that 64 percent of global consumers report high levels of concern about sustainability. These consumers are willing to pay an average premium of 12 percent for products with reduced environmental impact. Those with the highest levels of concern are even prepared to pay more, depending on the specific product.

The impact of this shift in consumer behavior is already visible in the market. Sustainable products accounted for 17.3 percent of purchases in the United States in 2022, according to Circana and the New York University Stern Center for Sustainable Business. These products have experienced a five-year compound annual growth rate of 9.48 percent, nearly double that of conventionally marketed products.

As consumers become more environmentally conscious, they are increasingly critical of companies that don’t take climate change seriously. By contributing to carbon offset projects, companies can signal to consumers and investors that they’re committed to combating climate change beyond mere lip service. This corporate social responsibility benefit often outweighs the actual cost of the offset, making it an attractive option for businesses looking to appeal to eco-conscious consumers.

The direct mail industry has been particularly proactive in addressing environmental concerns. According to the Direct Marketing Association’s 2023 Environmental Report, companies implementing sustainable direct mail practices, such as using recycled paper and carbon-neutral shipping, have seen response rates increase by up to 23% compared to traditional campaigns. This suggests that environmentally conscious messaging not only appeals to consumers’ values but also drives better business outcomes.

Strategic Choices for Direct Mail

Direct mail’s environmental impact can be effectively managed through strategic choices. For instance, the Forest Stewardship Council reports that 95 percent of direct mail paper in North America now comes from certified sustainable sources. When combined with carbon offset programs, this makes direct mail a viable option for environmentally conscious marketers.

Companies such as P F L/Printing for Less are leading the way by reusing, recycling, and reducing dependency on non-renewable reserves. This is the best action we can take to help maintain our environment’s precious resources. Our Livingston, Montana, facility is wind-powered, keeping its carbon footprint low. We aim to do everything as eco-friendly as possible, as we continue to lead the printing industry in green practices.  

For instance, P F L and Printing for Less are part of the PrintReleaf Exchange [PRX], a software platform that empowers businesses to sustain and grow the global forestry system…one print job at a time. Through integrations with software applications, PrintReleaf measures our customers’ paper consumption. Customers then select where to reforest their consumption through a network of PrintReleaf Certified Global Reforestation Projects. Since 2022, we have offset 3,305,389 pounds of paper reforested 39,769 trees.

The fact is, the integration of digital and physical marketing channels presents unique opportunities for sustainability. By using data analytics to improve targeting accuracy, companies can reduce waste while maintaining the high engagement rates associated with direct mail. The United States Postal Service’s 2023 Household Diary Study found that 41 percent of consumers read or scan direct mail from companies that promote their environmental initiatives, compared with 32 percent for those that don’t.  

Effective Communication is Key

For marketers, this shift in consumer consciousness presents both challenges and opportunities. The key lies in understanding how to effectively communicate sustainability efforts while maintaining marketing effectiveness. Here are several strategies that successful companies are implementing:

1. Design with Sustainability in Mind: Smart design choices can significantly reduce environmental impact while maintaining marketing effectiveness. Consider using standard sizes to minimize paper waste; designing pieces that serve multiple purposes (e.g., a mailer that becomes a display piece); incorporating QR codes to bridge physical mail with digital content, reducing the need for additional printed materials; choosing lighter weight papers when possible to reduce shipping emissions.  
2. Optimize Mailing Lists and Targeting: Better targeting not only improves campaign performance but also reduces waste. You should regularly clean and update mailing lists to eliminate duplicates and incorrect addresses and use predictive analytics to identify the most receptive audiences. Implement multi-channel tracking to understand which customers prefer digital vs. physical communications is also a good idea. Finally consider geographic clustering to optimize delivery routes and reduce transportation emissions (the USPS’s “Every Door Direct Mail”—EDDM—service).

3. Choose Sustainable Materials: Material selection can significantly impact a campaign’s environmental footprint. Here are some ideas: Use papers certified by the Forest Stewardship Council (FSC); select inks that are vegetable-based or low-VOC; opt for biodegradable packaging materials; consider papers with high post-consumer recycled content.  
4. Partner with Environmentally Conscious Vendors: The right partnerships can enhance sustainability efforts. It’s always good to work with printers who use renewable energy. Choose mail houses that participate in carbon offset programs and partner with logistics providers who optimize delivery routes. Finally, select vendors who can provide environmental impact reports.
5. Measure and Communicate Impact: Transparency about environmental efforts resonates with consumers, so, it’s wise to: Track and report the carbon footprint of campaigns; share sustainability metrics with customers; highlight environmental certifications; communicate the full lifecycle impact of marketing materials.
6. Leverage Technology for Efficiency: Modern technology can enhance sustainability efforts: Use variable data printing to personalize content; implement intelligent mail barcodes for better delivery tracking. Try to utilize automation to reduce energy consumption in production and employ digital workflows to minimize paper usage in planning and proofing stages.

Looking Ahead

The future of sustainable marketing represents a fundamental shift in how businesses operate and communicate with the world. As sustainability metrics become increasingly standardized alongside traditional KPIs, companies must adapt their strategies to integrate environmental responsibility across all channels and operations. This evolution goes beyond mere reporting—it requires authentic commitment to sustainable practices, transparent communication of environmental impacts, and innovative solutions that balance business growth with ecological responsibility.

With consumers increasingly willing to pay premiums for sustainable products and actively seeking out environmentally responsible companies, organizations that proactively embrace these changes now will gain significant advantages: deeper customer relationships built on shared environmental values, improved operational efficiencies through sustainable practices, and stronger resilience against future regulatory changes.  

As digital technologies advance and sustainability reporting becomes more sophisticated, successful companies will be those that can effectively demonstrate their environmental impact across all channels.

Direct mail is transforming to meet these expectations, evolving from a traditional marketing tool into a showcase for sustainable practices. Through the use of recycled materials, eco-friendly inks, and carbon-neutral delivery options, direct mail campaigns can now physically demonstrate a company’s environmental commitment—turning each piece into tangible proof of sustainable practices.

This evolution of direct mail—combined with its proven effectiveness in reaching and engaging audiences—will become increasingly valuable in a market where environmental consciousness drives purchasing decisions.  

By The Printing for Less Team

The United States Postal Service’s (USPS) “2025 Mailing Promotions” offer innovative ways to make your mail campaigns stand out while providing significant discounts. These promotions encourage marketers to explore advanced technologies, unique mail piece enhancements, and sustainable practices to maximize engagement and ROI. Here’s a look at some of the key promotions for 2025 and how you can tap into them for your marketing success.

Key USPS Promotions for 2025

1. Integrated Technology (3% Discount)

Despite that we are clearly in the midst of a decidedly digital age, connecting physical mail with cutting-edge technologies can create exciting, interactive experiences for your audience. The Integrated Technology Promotion encourages mailers to boost brand awareness, showcase product features, and engage customers in novel ways. By incorporating technologies such as Augmented Reality (AR), Voice Assistant Integration, Near Field Communications (NFC), and Artificial Intelligence, you can transform your mail pieces into dynamic, multi-dimensional marketing tools.

This promotion runs from July 1 to December 31, 2025, and is eligible for First-Class Mail® letters, cards, and flats, as well as USPS Marketing Mail® letters and flats, including nonprofit mailings.

2. Tactile, Sensory, & Interactive (4% Discount)

Engaging your audience’s senses can create memorable experiences that leave a lasting impression. The Tactile, Sensory, & Interactive (TSI) Promotion leverages technological advances to encourage sensory engagement with physical mail pieces. By utilizing features such as metallic ink, reactive inks, textures, and scent marketing, you can enhance how consumers interact with your mail.

This promotion runs from February 1 to July 31, 2025, and applies to USPS Marketing Mail® letters and flats, Nonprofit USPS Marketing Mail® letters and flats, and First-Class Mail® letters, cards and flats.

3. Continuous Contact (3% Discount)

Building lasting relationships with customers often requires multiple touchpoints. The Continuous Contact Promotion rewards marketers for creating cohesive, iterative mailing series. By planning targeted, multi-touch campaigns, you can increase customer engagement and conversion rates. The promotion applies to each mailing following the first, provided that the content is iterative or complementary, not duplicative.

Running from April 1 to December 31, 2025, this promotion is eligible for USPS Marketing Mail® letters and flats, including nonprofit mailings.

4. Reply Mail IMbA (3% or 6% Discount)

Streamlining your Qualified Business Reply Mail (QBRM) process can lead to improved efficiency and visibility. The Reply Mail IMbA Promotion encourages the use of Intelligent Mail® Barcode Accounting (IMbA ) for QBRM pieces. Participants can save 3% with a static barcode or 6% with a serialized barcode, offering enhanced automation and visibility for their reply mail.

This promotion runs from July 1 to December 31, 2025, and is specifically for Qualified Business Reply Mail (QBRM) letters and cards.

5. First-Class Mail® Advertising (3% Discount)

Maximizing the impact of your First-Class Mail by incorporating marketing messages and advertisements can yield significant benefits. This promotion encourages creative use of First-Class mail pieces for promotional purposes, allowing you to seamlessly integrate marketing messages onto non-traditional materials or create standalone advertisements.

Running from September 1 to December 31, 2025, this promotion applies to First-Class Mail® letters, cards, and flats.

Add-On Discounts: Boost Your Savings

To further increase your promotional discounts, USPS offers two valuable add-ons:

Informed Delivery® (1% Discount)

Extend your mail’s reach with digital previews and interactive campaigns. Informed Delivery® boasts over 62 million users and an impressive 63% email open rate, offering a powerful opportunity to enhance your marketing efforts. By creating an “interactive campaign,” you can reach your target audience through a digital channel, integrating colorful and interactive elements that enhance and extend the mail moment for consumers.

Sustainability (1% Discount)

Demonstrate your commitment to environmental responsibility by using paper from certifiable, responsible sources. This add-on discount allows you to showcase your dedication to sustainable practices while benefiting from additional savings.  

Both add-on discounts run for the entire year, from January 1 to December 31, 2025, and can be applied to various mail types, including First-Class Mail® and USPS Marketing Mail®.

How to Participate in USPS Mailing Promotions

Participating in these promotions is straightforward. Start by planning your campaign with the help of a mailing expert. When you’re ready, begin the promotion pre-approval process at the USPS Business Customer Gateway. For detailed sign-up instructions, refer to the Guide to the Mailing Promotions Portal.

By taking advantage of these USPS promotions, you can create mail pieces that engage, inspire, and convert—all while saving on postage. Start planning your 2025 campaigns today and unlock the full potential of direct mail. Contact a mailing specialist to explore how these promotions can benefit your marketing strategy and boost your ROI.

By Amber Sikkink
Director of Merchandising and Creative Services, P F L

Building meaningful connections with your audience is more critical—and harder—than ever in today’s world of digital overload. Enter direct mail—a powerful tool that creates physical and personal experiences unmatched by any digital channels. Printing for Less/P F L’s “2025 Direct Mail Product Guide” is here to equip you with the strategies, tools, and formats you need to take your campaigns to the next level. Whether you’re a seasoned marketer or just beginning to explore direct mail, this guide offers invaluable insights for boosting engagement and driving results.

Direct Mail Best Practices

Creating direct mail campaigns that have an impact starts with understanding your audience and crafting messages that resonate. Here are the key practices highlighted in the guide:

• Know Your Audience: Use data to segment your audience and craft messages that address their unique needs and preferences.
• Incorporate a Multi-Channel Approach: Pair your direct mail with digital elements, such as personalized URLs or QR codes to create a seamless experience.
• Test and Optimize: Experiment with design, messaging, and frequency to identify what drives the best engagement.
• Include Strong Calls-to-Action (CTAs): Encourage immediate action with clear and compelling instructions.

By adopting these strategies, you can turn your direct mail into a high-performance channel that stands out in a crowded marketplace.

2025 Direct Mail Trends Forecast

The guide identifies several key trends shaping the future of direct mail:

1. Hyper-Personalization: Tailoring messages to individual preferences and behaviors is a must in 2025.
2. Interactive Elements: Features such as video, peel-and-reveal designs, or textured mailers are capturing attention and boosting engagement.
3. Sustainability: Eco-friendly practices, including recyclable materials and minimal packaging, are now standard expectations from customers.
4. Triggered Campaigns: Automated mailers based on customer behavior—such as abandoned cart reminders or follow-up offers—ensure timely and relevant outreach.

Staying ahead of these trends will keep your campaigns innovative and effective.

The Power of Personalization

Personalization is the cornerstone of successful direct mail campaigns. In 2025, generic messaging is no longer enough—your audience expects content that feels uniquely crafted for them. Here’s why it matters:

1. Boosted Response Rates: Personalization increases response rates by up to 50 percent, making it one of the most effective tools in marketing.
2. Deeper Connections: Tailored messaging demonstrates that you value your audience, fostering trust and loyalty.
3. Improved ROI: When recipients feel seen and understood, engagement and conversion rates soar.

What Can Be Personalized?

With tools such as variable data printing (VDP), almost every element of your direct mail can be customized:

• Names and Salutations: Address recipients by name for a personal touch.
• Dynamic Messaging: Reference specific purchases or preferences to make messages feel relevant.
• Tailored Offers: Provide personalized promotions based on buying history or location.
• Custom Imagery: Use visuals that resonate with the recipient’s demographic or interests.
• Interactive QR Codes: Drive recipients to personalized landing pages or exclusive offers.

By combining data insights with VDP technology, you can create mail that resonates deeply with your audience.

Top Formats for Maximum Impact

The guide explores versatile formats tailored to different campaign goals:

• Postcards: Best for bold, attention-grabbing designs with vibrant visuals and clear CTAs.
• Greeting Cards: Ideal for delivering heartfelt messages and fostering deeper connections with customers or employees.
• Catalogs and Booklets: Perfect for showcasing your products or services in a professional and visually appealing way.
• Snap Packs: Achieve open rates as high as 95% with these professional, secure mailers for critical communications.

Each format is designed to align with specific business objectives, from driving conversions to nurturing loyalty.

Mailing Class Simplified

Navigating USPS mailing classes can feel overwhelming, but the guide simplifies it:

• First-Class Mail and First-Class Presort Mail: Ideal for fast, secure delivery of time-sensitive correspondence or HIPAA-compliant mailings.
• Every Door Direct Mail (EDDM): Perfect for reaching entire neighborhoods without the need for a mailing list—great for localized campaigns.
• Marketing Mail: A cost-effective solution for high-volume campaigns, though with a longer delivery timeline.

Choosing the right mailing class ensures your message is delivered efficiently, stays within budget, and meets HIPAA requirements if applicable.

Conclusion

Direct mail remains a vital component of any marketing strategy, and P F L’s “2025 Direct Mail Product Guide” is your ultimate resource for mastering it. With insights into emerging trends, actionable best practices, and innovative formats, this guide empowers you to create campaigns that stand out and deliver measurable results.

Whether you’re aiming to boost engagement, drive conversions, or build lasting connections, direct mail offers endless possibilities. Ready to transform your marketing efforts? Download P F L’s 2025 Direct Mail Product Guide and discover how to harness the power of direct mail today!

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