How to send bulk mail: A step-by-step guide for businesses.

Sam Heaton

Bulk mail means sending large quantities of mail, typically 500 or more pieces, at reduced postage rates. Businesses use it for everything from promotional campaigns and seasonal offers to customer statements and win-back sequences. The appeal is simple: it's a cost-effective way to reach a lot of people at once, and it works.

If that sounds complicated to set up, it doesn't have to be. Modern hybrid mail services have transformed what was once a logistically demanding process into something any business can do in a few clicks.

What qualifies as bulk mail?

Bulk mail isn't just a lot of mail; it's a specific classification with its own postage rates, rules, and requirements. Understanding this is the first step to getting cost savings.

In the UK, Royal Mail's Advertising Mail service offers reduced rates for marketing mail sent at volume. To access the best rates, businesses typically need to send a minimum of 4,000 items per mailing.

Stannp.com uses Mailmark, Royal Mail's barcode-based postage system, which delivers meaningful postage savings over standard stamp prices. As of October 2025, Mailmark franking saves businesses around £30 per 1,000 letters compared to standard stamp prices (Source: Royal Mail).

In the US, USPS Marketing Mail requires a minimum of 200 pieces (or 50 lbs of mail) to qualify for bulk pricing. Unlike First-Class Mail, there is no single-piece price; it's bulk-only. Delivery typically takes 2–9 business days, and mailers need a USPS permit to use the service (Source: USPS).

The modern alternative.

Hybrid mail services like Stannp.com remove most of these barriers. You upload your data and design, and the platform handles printing, sorting, and posting. There's no need to meet minimum volumes for Mailmark rates, no sorting requirements, and no trips to the post office. It's particularly useful for businesses that want to send targeted batches rather than blanket mailings.

How to send bulk mail.

Step 1: Prepare your mailing list.

Your mailing list is the foundation of your campaign. A clean, well-segmented list will save you money and improve your results. A poor one will cost you both.

What you need.

At a minimum, each record should include a full name and postal address (including postcode or ZIP code). For personalised campaigns, you'll also want any variable fields you plan to use, like first name, company name, offer code, etc.

Data cleaning.

Before you send anything, remove duplicate records, fix formatting errors, and validate addresses. Try the address verification feature (UK and US only).

Segmentation.

Think about whether all your recipients should get the same message. Grouping by geography, purchase history, or customer type lets you tailor your creative and improve response rates.

Compliance.

If you're sending to UK contacts, make sure your data collection and use comply with GDPR. Recipients should have a legitimate reason to receive your mail, and you should have a process for honouring opt-outs. Sending to Canada, make sure you’re compliant with PIPEDA standards.

How to import into Stannp.com.

You can upload your list as a CSV file directly through the dashboard, or connect your CRM or e-commerce platform via API.

Step 2: Design your mail piece.

The design of your mail piece has a direct impact on response rates. Before you open a design tool, decide on your format.

Postcards are the most popular bulk mail format for good reason. They require no envelope, they're read almost immediately, and they're cost-effective to print and post.

Letters carry more authority and work well for formal communications, financial services, healthcare, and anything where you need to convey more information.

Self-mailers (called greetings cards in the UK) are folded mailers that don't need an envelope.

Design principles to follow:

Lead with a clear, single call-to-action
Use headlines that work at a glance
Keep copy concise and benefit-focused
Include your tracking mechanism (QR code, unique URL, promo code) prominently
Leave adequate white space

Print specifications.

For print-ready files, use PDF format at 300 DPI minimum. Make sure your design accounts for bleed (typically 3mm), a safe zone that keeps important elements away from edges, and the correct dimensions for your chosen format. Design specification guides are available to download from Stannp.com's support page.

Stannp.com also offers in-platform design templates if you don't have a designer. You can customise them with your brand colours, logo, and copy directly in your browser.

Step 3: Choose your sending method.

There are two main ways to send bulk mail: the traditional route through a print shop and postal service, or the modern hybrid mail approach.

Traditional bulk mail.

The traditional process involves working with a local printer, collecting the printed pieces, sorting and bundling them to postal service specifications, and then either dropping them off at a Business Mail Entry Unit or arranging a collection.

In the US, you'll also need a USPS Marketing Mail permit (currently a $330 annual fee). This approach gives you full hands-on control but demands significant time, logistical coordination, and usually a minimum volume commitment to make the economics work.

Hybrid mail services.

With a hybrid mail service like Stannp.com, you handle the digital side, uploading your design and mailing list, and the platform manages everything else: printing, enveloping where required, sorting, and posting. There are no minimums, no sorting requirements, and no postal permits to manage.

Which is right for you?

If you have the in-house resources to manage the process, traditional bulk mail can make sense. For most small and medium businesses, or anyone who wants speed and flexibility without the overhead, hybrid mail is the more practical choice.

Step 4: Book and send your campaign.

If you're using a hybrid mail service like Stannp.com, the booking process is straightforward:

Upload your data: Import your mailing list via CSV or connect your platform via API
Upload or create your design: Either upload a print-ready PDF or use the in-platform editor
Map your data fields: Link your CSV columns to the variable fields in your design (e.g. first name, offer code)
Preview personalised pieces: Check how individual pieces will look before committing
Select postage class: Choose between first and second class (UK) or First-Class/Standard Class, sometimes known as Marketing Mail (US)
Book and pay: Confirm your campaign, and it goes into the print queue

Stannp.com also allows you to schedule campaigns for a future date, which is useful if you're planning around a specific promotion, event, or seasonal period.

Timing considerations.

Allow for production and delivery time, hybrid mail is typically dispatched within 24–48 hours, with delivery adding 1–5 business days, depending on postage class. Stannp.com can typically print and mail campaigns within a working day after the campaign is booked.
Avoid booking campaigns to arrive during bank holidays or the busiest postal periods (the week before Christmas, for example) unless that's intentional
For time-sensitive campaigns, first-class postage is worth the additional cost

Step 5: Track and measure your results.

One of the common misconceptions about direct mail is that it's hard to measure. It isn't, you just need to build your tracking in from the start.

QR codes: Add a unique QR code to each piece that links to a landing page. You can track scans in real time and attribute them directly to your mailing.
Personalised URLs (PURLs): Give each recipient a unique URL (e.g. yoursite.com/john-smith) that redirects to your offer page. Highly effective for measuring individual engagement.
Unique promo codes: Assign a campaign-specific discount code. When customers redeem it, you know exactly which mailing drove the conversion.
Dedicated phone numbers: Use a unique number on your mail piece that forwards to your main line, and call tracking software records which calls originated from your mailing.

What should you measure?

You should measure engagement rates, response rates, conversion rates, cost per acquisition and ROI.

Most direct mail responses come within the first two to three weeks of delivery, with a long tail extending to four to six weeks. Set a measurement window and report after it closes.

Bulk mailing costs: What to expect.

Here's a realistic picture of what bulk mail costs and how to think about the numbers.

Cost components:

Printing: Varies by format, quantity, and finish. Postcards are the most cost-effective; letters with inserts cost more.
Postage: UK Advertising Mail and US Marketing Mail rates are significantly cheaper than standard postage. Stannp.com passes Mailmark (UK) and AdMail (US) rates on to customers automatically.
Design: If you're using a professional designer, budget for that separately. Templates available in Stannp.com eliminate this cost entirely.
Data: If you're buying a mailing list rather than using your own customer data, list rental typically costs £0.10–£0.50 or $0.10-$2.00 per record, depending on data quality and targeting.

Cost-saving tips:

Stick to standard postcard or letter sizes; unusual dimensions attract surcharges
Plan your volume to hit discount thresholds where applicable (4,000+ pieces for best UK rates)
Use second-class postage for campaigns where delivery timing isn't critical.

Common bulk mailing mistakes to avoid.

Even well-intentioned campaigns can underperform if these basics are missed:

Poor data quality: Unvalidated addresses inflate your costs and reduce your effective reach. Always validate before you send.
Generic messaging: Sending the same message to your entire list rarely outperforms a segmented, targeted approach. Even basic personalisation increases response rates by 135% according to industry research (Source: Simpli)
Weak design: Cluttered layouts, vague headlines, and buried calls-to-action waste every piece you send. One message, one action.
No tracking mechanism: If you can't measure it, you can't improve it. Always include a QR code, unique URL, or promo code.
Wrong timing: Sending during peak postal periods can delay delivery and reduce impact.
Skipping the test: Stannp.com has no minimums for a reason. Test with a small batch before scaling up. A/B test your creative to learn what works with your audience before committing to a large send.

Ready to send your first bulk mail campaign?

With Stannp.com, there are no minimums, no setup fees, and no postal logistics to manage. Upload your list, create or upload your design, and your campaign can be in the post in no time. Whether you're testing a small batch or scaling to tens of thousands of pieces, the process is the same.

Frequently asked questions.

How many pieces do I need to send to qualify for bulk mail rates?

In the US, USPS Marketing Mail requires a minimum of 200 pieces or 50 lbs of mail per mailing. In the UK, Royal Mail's best Advertising Mail rates typically apply from 4,000 items. If you're using a hybrid mail service like Stannp.com, you can send from a single piece and still benefit from discounted postage rates, making it accessible for businesses of any size.

How long does bulk mail take to be delivered?

Using second-class postage in the UK, allow two to five business days for delivery after dispatch. First class is faster, at one to two business days. In the US, USPS Marketing Mail takes two to nine business days.

Can I personalise bulk mail?

Yes, and you should. Personalisation significantly improves response rates, and with Stannp.com, it's included at no extra cost. You can personalise by name, address, offer, image, or any other variable in your data set. Each piece can be unique without affecting your per-unit price.

Is bulk mail the same as junk mail?

Not if you do it right. Well-targeted, well-designed direct mail is genuinely welcomed by recipients. The difference between junk mail and effective direct mail comes down to list quality, relevance of the offer, and quality of the creative.