We walked you through the various options for your direct mail campaign. Now let’s take a look at what it all costs.
Let’s start with the most basic type of mailing – postcards. You’re going to pay about 30 cents to $1 or more for each mailed piece including design and copywriting, addressing and stamping, and fulfillment. Expect to pay $3,000 to $5,000 for a 10,000-piece postcard mailing. You can reduce this amount by doing some of the work in-house, but you’ll have to use staff resources which could cut into productivity.
Other mailing types such as mailers, newsletters, brochures, and catalogues can increase your costs by $1 to $3 each so plan your campaign wisely around what you can actually afford.
The cost of postage should always be a primary concern when sending direct mail. Allot 18 to 41 cents for each mailing piece for the postage expenses.
Other costs to consider
If you want a full-service direct mail vendor to handle all aspects of your campaign, expect to pay thousands of dollars for all of the work involved. For that price, the vendor must detail all of the services they will provide you and how they will help create the most effective mailing possible.
To get targeted prospects to send your mailing to, a mailing list costs 12 to 25 cents per name and is sold by the thousand. You pay towards the higher end depending on the number of filters you select to target your audience. Business-based lists cost twice as much, but offer a more appropriate audience for this type of campaign. Get more detailed information about the costs of mailing lists.
Copywriting and design work costs $50 to $100 per hour if you don’t do the work yourself in-house. The typical job takes about 3-5 hours, but you should allot an extra hour or two to review the work and submit any necessary changes.
If the mailing service doesn’t offer printing as part of their offerings, you can pay 5 to 10 cents for each piece of mail with additional costs for upgrades such as premium paper stock or awkwardly shaped items
Processing the mail runs 3 to 10 cents including the labeling, addressing, stamping, presorting, and delivery to the post office for the top discounts. You’ll pay a few cents extra for each piece if you require a special seal to close certain types of mailings
Reply envelopes to make it easier for customers to respond to an offer immediately will add a few hundred dollars to your costs. To encourage customers to take action immediately, you can invest in return postage to affix to the envelopes for a few hundred dollars more.
Finally, allow two to three weeks to get your mailing done with additional time allotted if you need to make changes before it reaches the printer.