Offset July's Postage Rate Changes with Creative Mail Marketing 

Another price increase hit mailboxes in July, courtesy of the United States Postal Service. The cost for a Forever stamp rose from 78 cents to 82 cents, with Periodical rates rising 6.8% on average and Marketing Mail costs by up to 6%. The good news? Several postage promotions are returning for another year, two new ones are on the way and there are ways to soften the hit with a little creative mailing. 

“Mail volume is declining partly because mailing costs are going up, so the USPS added promotions to encourage people to mail,” Pioneer Senior Manager of Publications Production Elizabeth Beatty says. “There are a lot of rules, but I want folks to be aware of the ways you can save.” 

Magazine Mail Changes 

If you mail your members or subscribers a magazine using a Periodical permit, the rate change is more than a simple percentage bump. The USPS restructured and streamlined pricing to closer align with how Marketing Mail is priced. That restructuring changes how costs are calculated. 
 
“The postal service gave us a breakdown looking at our mailings from last year for each of the Periodicals we support and how they would be affected by the change,” Elizabeth says. The production and editorial teams worked with each of Pioneer’s magazine users to manage the change. 

Pioneer’s Marketing Mail members got help too, with several receiving a full analysis of the changes. Haven’t received an analysis yet? Reach out to your editor or account manager. 

Remember, the best way to save is by not mailing to bad addresses. We recommend checking your mailing lists often and correcting mistakes at data entry rather than waiting on returns from the USPS. Use our handy checklist, ‘How to Keep Mailing Lists Clean,’ to avoid postage waste, which can drive postage increases. 

Promotions to Watch 

The next round of USPS promotion guidebooks isn’t final yet. Elizabeth expects them around the beginning of August. Here’s what’s known so far. 

1. Integrated Technology: 5% discount 
Integrated Technology covers mail that connects to digital tools. Think of mobile shopping with a QR code or copy/images created with help from artificial intelligence.  The USPS Integrated Technology Promotion has been around for a few years now, and it works well. Over the course of a year, pick any six consecutive months to run the promotion. Pioneer can help you get your piece preapproved by the USPS to claim your savings. 

2. Tactile, Sensory and Interactive: 3% or 5% discount 
This is another returning promotion, but the rules have tightened up. In the past, certain paper stocks qualified. Not anymore. The USPS wants something more distinctive. A postcard with a spot varnish that makes part of an image shiny against a matte background would count, for example, because it stands out as a multisensory experience. There’s a 3% basic-tier discount and an 5% advanced-tier discount, though the 2027 qualifying criteria haven’t been published yet.  

3. Direct Mail Discovery: 40% discount—NEW 

This promotion is the one to watch. Direct Mail Discovery is brand new and comes with a striking 40% discount for up to 5,000 pieces per mailing and up to 100,000 pieces total across the promotion period. It’s built for new mailers or for anyone who hasn’t mailed in two or more years. 

“If some of our folks have a Marketing Mail permit and are like, ‘Yeah, we haven’t used it in a few years,’ that’s exactly who the USPS is trying to bring back,” Elizabeth says. “If that sounds like your utility, this is worth a serious look.” 

4. Impact Messaging: 5% discount—NEW 

The other new promotion is Impact Messaging, offering a 5% discount. The USPS hasn’t released full details yet, but it’s understood to apply to mail that promotes using the postal service itself. Once the guidebook is out, you’ll be able to find the details at postalpro.usps.com/promotions. 

5. First-Class Mail Advertising: 5% discount 

This promotion is back, and the rules are the same. Attach a marketing message with a call to action to a First-Class mailpiece, and you can earn a 5% discount. What’s different is the timeline. Last time it only ran for the final three to four months of the year. This time it runs a full nine months and applies to every mailing during that window. 

“Think about your utility bills,” Elizabeth says. “If you’re already sending bills First-Class Mail and have room to add a bill message or marketing component, you could qualify for the discount.” 

Add-On Options: 

Want more savings? Attach one or two add-on mail options to any of these promotions. Try out Informed Delivery by setting up a campaign for an additional 1% discount, or use recycled paper through the Sustainability promotion for an extra 1% off mailing costs. 

Plan Ahead to Save Big 

A few of these promotions require submitting a physical sample to the USPS for approval before you mail, especially anything using special inks. That means a little lead time and campaign prep. But for the savings—especially on mail you’re sending anyway, like utility bills—it’s usually worth the effort. 

For the official word as promotions are finalized, get USPS guidebooks at postalpro.usps.com/promotions. 

Got More Mail Questions? 

Pioneer’s team can help you understand how the postage changes impact your publication mailings and which of these promotions might help cut costs for your utility.