The U.S. Postal Service has delivered mail since 1863, and regular price adjustments have long been part of the process. But what used to be occasional one-cent increases have evolved into significant hikes twice a year. With another USPS price increase in July 2025, many marketers are wondering: Is direct mail still a viable advertising channel? The answer is yes, especially when you take strategic steps to manage costs and maximize performance.
This last summer, the USPS rolled out its latest rate changes, impacting Marketing Mail Letters and Flats:
Marketing Mail Letters (Commercial Rates):
Marketing Mail Flats (4.0 oz or less):
Another transformative change that took effect in July 2025 is the elimination of the NDC (Network Distribution Center) postage discounts and a 30% reduction in SCF (Sectional Center Facility) postage discounts. While these changes may feel like a setback, there are innovative ways to keep your campaigns cost-effective and ROI-positive by optimizing every aspect of the logistics to maintain in-home performance.
Explore Postal Optimization & Logistics →
USPS offers valuable postage discounts for mailers who integrate advanced technologies. Adding features like QR codes, augmented reality, or "Hey Alexa" voice prompts can qualify you for the Emerging & Advanced Technology Promotion, which offers a discount between 3–4%. Another program offered by USPS is the Continuous Contact Promotion. In this program, mailers can receive a 3% discount for sending follow-up mailings repeatedly to the same qualified USPS Marketing Mail®.
These design enhancements not only save money but also drive engagement.
Contact Century Direct today to explore how you can take advantage of these USPS promotions to optimize your postal discounts and savings.
With postage rates climbing, sending fewer but more targeted mailings is a cost-efficient move. Data modeling enables you to focus your campaign on recipients most likely to convert, improving ROI while keeping your volume manageable.
Discover Data Management Services →
Don’t miss out on valuable 2025 USPS promotions:
Century Direct can help you enroll in USPS promotions and volume incentives to boost savings and campaign impact. Contact us to get started.
Addressing & Inserting Solutions →
Outdated addresses can quickly waste postage. Clean up your mailing lists using tools like NCOA and automated address validation. This not only improves deliverability but also protects your campaign ROI.
Get Help With Mailing List Hygiene →
Even with the new rate increases, direct mail remains one of the highest-performing marketing channels:
By tapping into USPS promotions and working with a knowledgeable partner, you can continue to outperform digital-only approaches.
Explore Omnichannel Marketing Services →
Century Direct helps you:
We’ve been helping brands create effective, cost-efficient direct mail campaigns since 1932. With our blend of experience, technology, and strategic insight, you can keep your campaigns profitable and scalable—even during a postal rate hike.
Learn More About Century Direct →
Contact Century Direct today to reduce your direct mail costs and unlock the full power of USPS promotions and smart targeting.
Is direct mail still viable after the July 2025 USPS changes?
Yes—when you leverage USPS promotions, predictive targeting, and rigorous list hygiene, direct mail remains a top-ROI channel even post-increase.
What changed in July 2025 that impacts cost and delivery?
Marketing Mail Letter/Flat rates increased, NDC entry discounts were eliminated, and SCF entry discounts were reduced ~30%—making precise destination entry/logistics planning essential.
Which USPS promotions are available now to offset postage?
Emerging & Advanced Technology (3–4%), Continuous Contact (3%), Informed Delivery (1%, stackable where allowed), Retargeting Technology (5%), and Reply Mail IMbA (up to 6%)—confirm eligibility and registration windows per mailing.
How do we reduce mailed volume without sacrificing performance?
Use modeled propensity scoring to prioritize high-likelihood households, suppress chronic non-responders, and re-mail qualified segments to lift conversions with fewer pieces.
What design and logistics choices cut costs today?
Stay within letter specs when feasible, use automation-friendly formats, add tech elements to qualify for promos, and plan destination entry/consolidation—paired with NCOA and address validation to prevent waste.
