How much should direct mail cost in the U.S. and Canada?

Direct mail is a fantastic way to connect with consumers, hence why it is the flyer distribution method of choice for the majority of marketers. Indeed, despite the surge in online advertising, direct mail remains a potent tool for businesses to connect with their target audience in a tangible and impactful manner. 

However, one question that often plagues marketers and business owners is the cost associated with the medium. It can be hard to understand the intricacies of direct mail pricing and why it costs what it does. That’s why, in this blog, we aim to demystify the financial impact of direct mail and shed some light on the factors that influence costs. Join us as we dive into direct mail pricing in the United States and Canada!

The cost of your campaign

Typically, campaigns are bespoke, so there are no fixed costs for direct mail. The company you choose, the design, and how your mailings are printed can all significantly impact the price. By unraveling these components and delving deeper into the various pricing structures, we’ll equip you with the knowledge necessary to plan a successful campaign confidently. 

The factors that determine the cost

Data processing and management fees: This includes the cost of developing and formatting the mailing list, as well as any other data-related services needed to ensure the campaign is effective. However you go about collecting this data, you must prioritize data protection!

Data: Depending on the size and quality of the mailing list, this can range from a few cents per name to several dollars per name. You can lessen these costs by utilizing your customer data. 

Design: This includes the cost of hiring a graphic designer or copywriter to create the materials for the campaign. As such, design costs depend highly on whether your mailings are produced in-house or outsourced. 

Printing and production: From the size of your flyer to the design, printing and production play a significant role in the price of your campaign. It can be influenced by sustainability, the quality of your flyers, and the printing method.

Postage: This is one of the biggest expenses associated with a direct mail campaign and can vary depending on the size and weight of the mail piece and the distance it needs to travel.

What to expect when planning your next campaign

It’s challenging to provide an exact cost for a direct mail campaign as, by nature, they are subject to variation and creative license. In turn, you could use a range of $0.5 to $1 per unit, depending on if you can provide your data or if it needs to be outsourced from a broker.

Understanding direct mail prices in the U.S. and Canada is essential for businesses and marketers looking to harness the power of this traditional yet effective marketing tool. While the digital landscape continues to evolve, direct mail remains a valuable means of connecting with customers in a memorable way.