As we dive into the second half of 2024 and approach another pivotal election season, the latest USPS postal rate changes can seem daunting. With increases of 5.6-7.8% across various mail classes, strategic planning is more crucial than ever to stay ahead of the curve to ensure your messages cut through all the noise.

Here’s six ways you can best navigate these changes AND thrive amidst them.

1. Utilize USPS resources: Take advantage of USPS tools to reduce postage costs while boosting your marketing efforts. This includes promotions like Informed Delivery, services like Every Door Direct Mail, and discounts for bulk mailing.


2. Test different package formats: Research and test various ways to change up your mail to decrease costs. Experiment with different designs (think size and shape), try out lighter-weight paper options, and even consider consolidating multiple messages into a single mailer.


3. Optimize your mailing lists: Assess and update your databases to avoid sending mail to outdated addresses. Use data analytics to identify and segment your contact lists to create more targeted mailings. And employ predictive models to anticipate which demographics are more likely to respond positively to mailings.


4. Track and plan ahead. Start tracking your mail delivery times now to identify current mail speeds. By doing so, you can more accurately adjust your expected mail dates, response dates, and revenue streams to prepare for potential delays in September and October. Additionally, consult with your print and mailing partners to build out strategic mail schedules.


5. Leverage other communications channels: Up your digital marketing efforts to complement your mail outreach. Shift a portion of your communications to email, paid and social media, and SMS texting to reach voters.


6. Consider alternative outreach methods: Increase your in-person outreach to compensate for reduced mailings. Ramp up your door-to-door canvassing, community networking, local events, and phone banking to disseminate your message and encourage supporters to get to the polls.

By incorporating these strategies and staying informed about USPS updates and changes, you can better manage the impact of increased postage costs and maintain effective voter outreach efforts leading up to the November elections.

Looking for more information?

For more information or assistance with your production strategy, contact us at political@thelukenscompany.com.