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Moving to first class mail for those currently using standard rate can have a speed to market advantage over those who remain with standard rate. There are many consumers focused businesses that include a “New Mover” program as part of their marketing strategy.Being in home quickly can provide a boost to conversion on high ticket items where consumers may research or comparison shop. In this scenario, when a website visitor comes to your website and their information is connected with an address you can execute a strategy in supplementing their website visit with a postcard within days of their visit. Programs that include retargeting, where you are able to connect IP addresses of website visitors to physical mailing addresses getting pieces into homes quickly is a huge benefit.
#Size of postcard driver
Technology continues to be a driver in the marketing space and that is no different with direct marketing.Upgrading to first class postcard rates increases the speed to market, which can be a substantial win for marketers. Since the piece would be mailing first class, expected delivery standards through the USPS will match all other first class mail. A major significance to this change is the first class postcard rate provides a 28% discount on postage as compared to a first class letter. Prior to this change 6 x 9 postcards could either mail as standard rate (USPS marketing mail) or first class letter. “The Postal Service and our customers have worked toward this for some time and we expect that the large-size commercial First-Class Mail postcard keeps mail relevant in an increasingly digital marketplace,” said Margaret Pepe, product management executive director.Starting Augpostcards up to 6 x 9 will qualify for first class postcard rates when included in a presorted mailing. The new postcard size also reflects the Postal Service’s effort to add value to mail, a major tenet of Delivering for America, the organization’s 10-year plan. “The larger postcard allows ample communication space as well as the size to make the card noticeable in the mailbox,” Flanagan said. She said she’s heard from retailers who expect to use the new size for grand openings, from colleges that want to grab the last-minute attention of incoming or potential students, and from home repair firms that want to connect with hard-to-reach clients in areas hard hit by natural disasters.
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Rose Flanagan of Data-Mail, a full-service direct marketing firm, said customers plan to take advantage of the new size “as soon as the week following implementation. “We had several instances where, had a larger postcard been available, at a lower cost than letter mail, we would have chosen to use postcards rather than digital to communicate with our customers,” he said. “We could have used a product like this to send quick communications to our customers” at the height of the pandemic, said David Marinelli, a postal affairs liaison and process consultant with Progressive Insurance. The former maximum was 4.25 inches by 6 inches. The new maximum for the rate is 6 inches by 9 inches. The move is a response to business mailers who sought more room to share information with customers and to accommodate digital features such as QR codes and multiple social media contacts. On July 28, the Postal Regulatory Commission approved an increase in the maximum size limit for postcards that fall under the Commercial Presorted or Automation First-Class Mail postage rate.