Stamp Down Rising Mail Costs with Postage Promotions

Pioneer helped utilities mail a record 1.47 million magazines to consumers in March. That’s a lot of stamps! With another U.S. Postal Service price increase expected in July, Pioneer’s team is hard at work finding ways to help Utility Pioneers manage mailing costs.

The proposed rate changes will hit rural utility and broadband magazines harder than most.

“Our early modeling indicates effective postal increases in the 14%-22% range for many of you, though a few will still fall in the 9%-13% range,” says Pioneer CEO Michael Shepard. “Pioneer was built to share your story—and that includes getting those stories into mailboxes. We’re here to help.”

Mailing increases are nothing new. Costs have gone up about twice a year for the last five years, and we’re only halfway through the USPS’ 10-year plan to achieve financial sustainability.

“They’ve seen some wins and misses,” says Pioneer Senior Manager of Publications Production Elizabeth Beatty. “Mail volume is declining because postage costs are going up, so they added promotions to encourage people to mail. There are a lot of rules, but I want folks to be aware of the ways you can save.”

Last week Elizabeth joined Publications Coordinator Alyssa McDougle and Publications Assistant Jade Elk at the National Postal Forum to talk to mail processors and industry experts to hear firsthand how to offset rising costs with smart mailing practices.

The trio got the latest news on USPS promotions. Promotions change annually to highlight different mailing options, and can save postage in surprising ways. Last year Pioneer’s team helped three utilities use Informed Delivery.

“We saved members $4,544.85 in postage last fall by helping three Utility Pioneers participate in the Informed Delivery promotions,” says Elizabeth.

Here are the top 2025 USPS promotion picks for Utility Pioneers:

1. Mail Growth Incentive

Sending bills every month can add up… quickly. For some larger utilities, that could unlock some savings. Are you mailing more than a million pieces of mail by Presorted First Class, Marketing Mail, or both mail classes each year? When you mail pieces over the million-piece threshold, the USPS Mail Growth Incentive Promotion offers a 30% credit for future mailings. But you must sign up!

Registration for Mail Growth Incentives 2025 began at the end of 2024; the last day to register is May 30, and forms must be completed by June 30, 2025. It doesn’t cost anything to sign up, and you might be surprised at how your monthly mail numbers add up.

2. First Class Mail Advertising

In 2024 we highlighted how Utility Pioneers are working with NISC and Meridian to turn bills into storytelling tools. Now you can turn those tactics into postage savings.

Thanks to the USPS First-Class Mail Advertising Promotion, when you add a marketing message to your bill statements this fall, register to get a 3% discount.

“You’re already going to send the bill,” says Elizabeth. “You’ll already pay postage on the bill. So why not go ahead and get the 3% discount when you mail your bills?”

You’ll need pre-approval for the campaign from the USPS, and the promotion runs from Sept. 1 to Dec. 31, 2025. But the promotion doesn’t end with bills; this also applies to standalone marketing pieces mailed via First Class.

3. Sensory Savings

Ever wish you could add more bling to your mailings? Now through July 31, the USPS’ Tactile, Sensory and Interactive Promotion rewards you for trying something new. Get a 4% postage discount for mail featuring:

• Interactive elements, including pop-ups, clean release (cards that peel off), layers of folds, and cutouts or shapes.
• Visual effects (i.e. holograms)
• Scented mail (varnish, coating or label)
• Textured paper
• Specialty inks

“We’re looking for creative ways to do this,” says Elizabeth. “If you want to add a couple of extra special things to a mailer, we can send a sample to the USPS for approval and help you register the campaign.”

4. Continuous Contact

Often people need to see a message several times before it hits home. If you have a campaign with messages that build on each other, you can save on each follow-up piece of mail.

Now through end of year, the USPS Continuous Contact Promotion gives you a 3% discount at the time of mailing to send a multi-piece direct mail campaign. The pieces cannot be duplicates, they only need to complement each other.

This doesn’t work for bills; they are sent by First Class mail. Magazines are not eligible, either. But it’s perfect for Marketing Mail.

5. Integrated Technology

Are you using artificial intelligence to brainstorm for a campaign? Save your prompts! Tell USPS how you used AI with something as simple as writing a stronger call to action or generating an image for a target audience and you can earn a 3% postage discount.

AI is one of the eight technologies you can add to a mail campaign through the USPS Integrated Technology Promotion.

When you weave tech into your mailing pieces over six consecutive months between now and the end of the year, you can earn a 3% postage discount. Remember to get your piece pre-approved by USPS to claim your savings.

Pare Down Postage Costs with Pioneer

Postal promotions are only one part of our effort to help Utility Pioneers tackle rising mail costs. Pioneer continues to work with the Alliance of Nonprofit Mailers and other industry partners to advocate for fair treatment of rural American communities.

As we work through mailing changes, Pioneer’s helping members take four steps to understand and push back on rising postage costs:

• Analyze your mail file, free of charge, to find out how the proposed July rate changes will impact your utility. This typically takes about a week; reach out to your editor or account manager to get the process started.
• Avoid waste! Use Pioneer’s checklist, How to Keep Mailing Lists Clean, to keep your lists free of errors.
• Find ways to manage mailing costs by meeting with our publications production team. We can explain freight options, saturation (sometimes sending more costs less) and other shipping and printing paths. Ask your editor or account manager to set up a meeting.
• Tell elected officials this hurts your community. The National Electric Cooperatives Statewide Editors Association drafted messages for utility and broadband leaders like you to adapt and send to your Congressional representatives, asking them to reconsider the increases. Ask your editor or account manager for the templates.

“As your not-for-profit partner, we are committed to preserving the affordability of what has been—and still will be—the most effective channel for connecting you with your members and community,” says Michael.