Stay on top of USPS changes

The United States Postal Service recently announced service standard changes that will affect First-Class Mail, Periodicals, Marketing Mail, and Package Services. What does that mean for you? Most mail sent through Lob will stay on its current schedule, while a smaller percentage may see delays.

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Want to stay in the loop? Follow USPS on LinkedIn for the latest updates, insights, and best practices.

Prepare for postage increases

The USPS regularly updates its postage pricing. We expect another increase is expected in July 2025. You can build cost resilience into your direct mail program to prepare for these bumps. Our logistics team is always looking for ways to keep costs low so we can give you the best possible product at the best possible rate.

Take Action: Lean on partners and promos

Promotions are a great way to take advantage of discounts on postage, and Lob makes this easy for you. You can take advantage of USPS discounts and promotions in your Lob Dashboard to offset the costs of increases. Current promotions include discounts for:

  • First-Class Marketing Mail – This promotion offers businesses a unique opportunity to blend the reliability and prestige of First-Class Mail with their promotional messaging at a reduced rate.
  • Integrated Technology – Including USPS Integrated Technology experiences, like QR codes that direct recipients to a mobile-optimized website, may qualify you for a discount.

Keep your mailing list in top shape

Bad data equals wasted money. In our recent State of Direct Mail 2025, nearly half of direct mail leaders say they struggle with outdated or incomplete customer data. If your mailing list is full of outdated addresses, you’re throwing away postage on undeliverable mail.

Regularly cleaning and verifying your list ensures your mail gets where it needs to go. Using address verification tools can cut down on returns, and segmenting your audience helps you send the right message to the right people at the right time.

Take Action: Improve your targeting and delivery

Make your mailings as efficient as possible by targeting customers and prospects most likely to respond to your outreach. We can help you refine your lists with geographic, demographic, and retargeting data – or build lookalike audiences that mirror your best buyers.

Build an omnichannel strategy

According to the 2025 State of Direct Mail report, 86% of marketing executives agree that direct mail performs best when integrated with other channels. Mail can effectively integrate with other marketing channels by delivering a tangible message to consumers at the precise moment they are most receptive to taking action. Not only is omnichannel more impactful, but by diversifying your marketing strategy, your campaigns become more resilient to changes within the market or any one channel.

Take action: Integrate your direct mail

Using direct mail software that seamlessly connects with your existing marketing stack makes it easy to automate, personalize, and track direct mail just like your digital campaigns. Whether you’re using a CRM like Salesforce, a marketing automation platform like HubSpot, or a data warehouse, an API-driven mail platform allows you to trigger mail based on customer behavior, integrate with digital touchpoints, and measure performance with real-time tracking.

You can also use Informed Delivery by USPS to create an integrated experience for your audience. Informed Delivery enhances the mail experience by providing its subscribers with a daily email that includes a digital preview of incoming mail.