That distinction matters.
The total cost of a campaign mailer can include:
Printing + data + addressing + mail preparation + postage
And sometimes additional services.
That's why comparing two numbers labeled “price per piece” can be misleading.
One may include postage.
The other may only include printing.
Here's how to compare the real cost.
What Makes Up the Cost
01
The Five Main Direct Mail Costs
### 1. Printing
Read more about The Five Main Direct Mail Costs
Print cost depends on:
- Quantity
- Finished size
- Stock
- Number of sides
- Color
- Format
- Versions
- Finishing
Increasing quantity frequently lowers the printing cost per piece.
But postage doesn't behave exactly the same way.
02
Postage
For many campaigns, postage becomes one of the largest components of the mail budget.
Read more about 2. Postage
Postal cost can depend on:
- Mail class
- Piece dimensions
- Weight
- Automation compatibility
- Presort
- Entry point
- Address quality
- Applicable USPS pricing
Do not use an old postage rate from a previous campaign to build a current budget.
Postal rates and requirements change.
03
Mailing Data
A campaign may already possess its mailing data.
Read more about 3. Mailing Data
In other situations, additional list or data work may be required.
Establish whether the estimate includes:
- Customer-supplied data processing
- List acquisition
- Address hygiene
- Deduplication
- Suppression
- Other data services
Don't assume “mailing included” means “data included.”
04
Addressing and Mail Preparation
A finished postcard still has to become mail.
Read more about 4. Addressing and Mail Preparation
Services can include:
- Variable addressing
- Barcoding
- Sorting
- Postal documentation
- Bundling or traying
- Delivery to the appropriate postal facility
Ask what is included in the mailing-service portion of the quote.
05
Creative and Versioning
Some campaigns supply press-ready files.
Read more about 5. Creative and Versioning
Others require design support.
Versioning can also affect workflow.
For example:
25,000 total pieces
may actually mean:
5 versions × 5,000 pieces.
Tell the print provider how many versions exist before approving pricing.
A Better Way to Calculate Political Direct Mail Cost
Use this formula:
PRINTING
*
DATA/LIST SERVICES
*
ADDRESSING & MAIL PREPARATION
*
POSTAGE
*
ADDITIONAL PRODUCTION/DELIVERY COSTS
=
TOTAL MAIL PROGRAM
Then divide by the number of mailed pieces if you want a true all-in cost per piece.
Why Ten Cents Matters
$0.10 × 25,000 pieces
$2,500
Per-piece differences scale quickly across a mail program.
Per-piece differences look small until volume increases.
At 5,000 pieces:
$0.10 × 5,000 = $500
At 10,000:
$0.10 × 10,000 = $1,000
At 25,000:
$0.10 × 25,000 = $2,500
At 50,000:
$0.10 × 50,000 = $5,000
That is why format and postal planning matter on high-volume direct mail.
Have a quantity already?
Want a Real Number?
Send the quantity, format, mailing ZIP/coverage, artwork status and required mail date.
For higher-volume mail programs, format, data, postage, production and delivery requirements can materially affect the total project. PrintScale can review the actual specifications through its political campaign printing service.
GET DIRECT MAIL PRICINGPostcard or Letter?
The correct format depends on what you're sending and how much space the communication requires.
USPS provides multiple political-mail options, including USPS Marketing Mail and First-Class Mail depending on the format and mailing requirements.
Confirm eligibility, specifications and current postal pricing before production.
Marketing Mail vs. First-Class
Do not select a mail class based only on a simple “cheaper versus more expensive” comparison.
The mailing objective, format, service requirements and schedule matter.
USPS currently identifies Marketing Mail as an option for materials such as political postcards, flyers, advertisements and newsletters, while First-Class can be used for items such as personalized letters and fundraising invitations.
The mailpiece should be designed around the postal plan — not designed first and handed to the mail department afterward.
Get the Mailpiece Reviewed Before Printing
One of the worst times to discover a postal-design issue is after 25,000 pieces have already been printed.
Confirm:
- Dimensions
- Address area
- Postal clear zones
- Fold configuration
- Weight
- Mail class
- Automation requirements
before full production.
What to Send for a Political Mail Quote
Provide:
- 01Quantity
- 02Finished size
- 03Stock
- 04Number of sides
- 05Number of versions
- 06Mailing data status
- 07Target mail date
- 08Geographic destination
- 09Artwork status
- 10Any personalization requirements
The Takeaway
Price the Program, Not the Piece.
Political direct mail cost is not simply:
cost of printing a postcard.
The complete budget may include printing, data, mail preparation and postage.
Compare vendors using the total cost required to get the piece into the mailstream, not just the cheapest-looking print number.
