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Mailing software can help businesses handle postage rate increases
Facing budgetary issues, the U.S. Postal Service may be forced to increase the exigent postal rate, according to Direct Marketing News. A rise in the rate is likely to affect the business community, especially those using direct mail as a primary method for B2B marketing. Increased payments made toward bulk mailing campaigns means businesses should invest in address verification software, as errors can be costly to organizations looking to strategically target their messages to specific customers.
In a letter sent to the Postal Board Chairman Mickey D. Burnett, the Direct Marketing Association and the American Catalog Mailers Association explained the business community supports the sector with annual revenues of $1.3 trillion. The USPS regularly increases postal rates based on the fluctuations of the consumer price index, but an exigent increase of as much as 10 percent can be added on top that during periods of crisis, according to Adweek.
Mary Berner, CEO of the Association for Magazine Media, told the marketing news site an increase of that magnitude could cost the industry an extra $300 million per year. Consequently, enterprises that haven't invested in mailing software are running the risk of confronting additional costs.
