As a picky shopper and retail consumer expert, I know the importance of understanding all the different mailing options out there, especially when it comes to sending and receiving items like magazines, catalogs, and marketing materials. One often overlooked but highly useful format is the USPS flat. In this ultimate guide, we‘ll dive deep into what constitutes a flat, how they differ from other mail types, and insider tips for making the most of this cost-effective mailing option.
Decoding USPS Flats: Dimensions and Weight Restrictions
The USPS has strict parameters for what qualifies as a flat. To fall under this category, a mailpiece must:
- Measure more than 6-1/8 inches high OR 11-½ inches long OR ¼ inch thick
- But be no greater than 12 inches high, 15 inches long, and ¾ inch thick
- Weigh less than 13 ounces
Common examples of flats include magazines, catalogs, large envelopes, folders, and newsletters that exceed letter dimensions but aren‘t quite a parcel.
To better visualize the size differences, check out this comparison table:
| Mail Type | Maximum Dimensions | Maximum Weight |
|---|---|---|
| Letter | 6-1/8" x 11-½" x ¼" | 3.5 oz |
| Flat | 12" x 15" x ¾" | 13 oz |
| Parcel | Varies, but exceeds a flat | 70 lbs |
Source: USPS Postage Rate Charts
It‘s crucial to stay within these guidelines, as an item that exceeds the dimensions or weight will be classified and priced as a parcel instead. Flats offer a nice middle ground between letters and parcels in terms of size flexibility and affordability.
The Business Case for Flats: Direct Mail Marketing Impact
Businesses, especially those in retail and ecommerce, can greatly benefit from utilizing flats in their direct mail marketing efforts. Flats offer more space and visual impact than ordinary letter mail, allowing for eye-catching designs and compelling copy.
Research has shown that direct mail, including flat mailers, can be a highly effective marketing tool:
- 42.2% of direct mail recipients either read or scan the mail they get (Data & Marketing Association)
- Direct mail has a higher response rate than digital channels, at 4.4% compared to 0.12% for email (Data & Marketing Association)
- 54% of consumers say they want direct mail from brands that interest them (Epsilon)
Source: Small Business Trends
Savvy retailers are taking note, with many incorporating flats into their customer outreach:
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Wayfair, the online home goods retailer, frequently sends catalogs and large mailers showcasing their latest furniture and decor to high-value customers.
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Clothing retailer Express mails "lookbooks" in oversized envelopes, featuring styled outfits to inspire shoppers and drive both online and in-store purchases.
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Even digital-first companies like Casper, the mattress startup, and Dollar Shave Club, the grooming subscription service, have tested catalog mailings to reach customers offline.
The tangible, tactile nature of a well-designed flat mailer can help your message stand out in a crowded digital landscape. Plus, with USPS service enhancements like Informed Delivery (more on that later), you can bring together the physical and digital experience.
Postage Pricing and Options for Cost-Effective Flat Mailing
Of course, as a picky shopper, I‘m always looking to get the most bang for my buck. Let‘s look at the postage prices and options for mailing flats cost-effectively.
For First-Class Mail flats (up to 13 oz), prices start at $1.26 for the first ounce and increase by $0.20 for each additional ounce. Here‘s a handy chart:
| Weight Not Over (oz) | Postage Rate |
|---|---|
| 1 | $1.26 |
| 2 | $1.46 |
| 3 | $1.66 |
| 4 | $1.86 |
| 5 | $2.06 |
| 6 | $2.26 |
| 7 | $2.46 |
| 8 | $2.66 |
| 9 | $2.86 |
| 10 | $3.06 |
| 11 | $3.26 |
| 12 | $3.46 |
| 13 | $3.66 |
Source: USPS Price List
For bulk mailings, flats can be sent via Marketing Mail (formerly Standard Mail) at discounted rates. Minimum quantities of 200 pieces or 50 lbs apply. Nonprofit organizations may qualify for even lower rates.
Another convenient and cost-effective option is using USPS-provided Flat Rate Envelopes. These come in several fixed sizes:
- 12.5" x 9.5" Flat Rate Envelope – $7.95
- 15" x 9.5" Large Flat Rate Envelope – $8.25
No need to weigh or calculate postage for each piece – simply pay the flat rate and mail anywhere in the U.S.
Source: USPS Postal Facts
Insider Tips for Flat Mail Success and Savings
To make your flat mailings deliver maximum impact and ROI, consider these pro tips:
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Design for Success: Use eye-catching visuals and clear, compelling copy to grab attention and motivate action. Consider A/B testing different designs.
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Get Personal: Personalize your mailers with the recipient‘s name, location, or past purchase history to increase relevance and response rates.
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Integrate with Digital: Include QR codes, custom URLs, or social media handles to bring recipients online and continue the conversation.
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Test Offers and Formats: Experiment with different promotion types (discount vs free shipping vs gift with purchase) or formats (postcard vs catalog vs dimensional mailer) to see what resonates best.
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Tap Into Informed Delivery: Over 20 million households now use the USPS‘s free Informed Delivery service to preview their mail digitally. You can create complementary digital assets to boost engagement.
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Think Green: Make your flat mailers more eco-friendly by choosing recycled paper, soy-based inks, and avoiding excess packaging or inserts. Tout your commitment to sustainability.
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Train Your Team: Make sure your staff knows the USPS flat guidelines and postage options inside and out for optimal efficiency and compliance. Consider attending a USPS workshop or webinar for the latest info.
The Future of Flats in an Evolving Postal Landscape
Like all aspects of the mailing industry, flats are not immune to the impact of digital transformation. Overall flat mail volume has declined by 5.9% from 2019 to 2020 as both consumers and businesses increasingly rely on electronic communications.
Source: USPS Revenue, Pieces, and Weight Report
However, rumors of the "death of direct mail" have been greatly exaggerated. Brands are discovering that integrating flats into their multichannel campaigns can boost response, especially among digitally fatigued consumers. Neuromarketing research shows that direct mail requires less cognitive effort to process than digital media and produces higher brand recall.
Source: USPS Delivers
The USPS is continually enhancing its services and technologies to better serve direct mailers:
- The Informed Delivery feature now allows senders to replace grayscale scans with full-color images and include interactive content like "ride-along" images and links.
- Automated flat sorting machines in USPS facilities can process over 12,000 pieces per hour, enabling faster delivery.
- Streamlined pricing and preparation requirements have reduced barriers to entry, especially for small businesses.
Expect more innovations as the USPS looks to grow its share of the package and shipping market. Savvy brands will stay ahead of the curve by keeping flats in their marketing mix.
Putting It All Together
We‘ve covered all the need-to-know aspects of USPS flats, from dimensions to designs to discounts. While not always top of mind compared to flashy digital channels, flats remain a powerful tool for connecting with customers and building your brand.
At every stage of the flat mailing process, keep your picky shopper hat on. Scrutinize each element as a consumer would, from the outer envelope teaser to the inner offer. Partner with a knowledgeable printer or mail service provider to ensure your pieces meet USPS flat standards while delivering maximum punch.
Most importantly, track your results and continuously test and tweak your approach. Whether it‘s the postage method, frequency, or format, small optimizations can make a big difference in your response rate and ROI.
By combining compelling creative, data-driven targeting, and seamless digital integration, your USPS flats can be a hero in your marketing arsenal for years to come. Now go forth and mail with confidence!
