Mail Forwarding: Understanding the Critical Differences Between First-Class and Marketing Mail

By Lee Garvey

In 2023 alone, 25.6 million Americans relocated to new homes. When people move, the USPS mail forwarding service becomes essential for staying connected. However, not all mail is treated equally when it comes to forwarding. The distinction between First-Class and Marketing Mail forwarding policies can significantly impact both senders and recipients—and understanding these differences is crucial for effective communication.

The Fundamentals of USPS Mail Forwarding

When someone submits a Change-of-Address request with USPS, they typically expect all their mail to follow them to their new location. However, the reality depends entirely on the class of mail being sent.

First-Class Mail: Premium Forwarding Services

First-Class Mail receives preferential treatment in the forwarding process:

• Automatic Free Forwarding: USPS forwards First-Class Mail at no additional cost for 18 months following a Change-of-Address filing.
• Return to Sender After Forwarding Period: Once the 18-month forwarding period expires, First-Class Mail is returned to the sender rather than being discarded.
• Priority Handling: First-Class Mail receives priority processing, ensuring higher reliability in the forwarding pipeline.
• Address Correction Opportunities: Senders can often receive updated address information through ancillary endorsements when First-Class Mail is forwarded.

Marketing Mail: Limited Forwarding Benefits

In stark contrast, Marketing Mail follows a completely different set of rules:

• No Default Forwarding: Without specific instructions, Marketing Mail is typically discarded rather than forwarded when addressed to someone who has moved.
• Ancillary Service Endorsements Required: To receive forwarding or return services, mailers must include specific endorsements like “Address Service Requested” or “Return Service Requested” on their mailpieces.
• Additional Fees Apply: Using these endorsements incurs extra charges billed by USPS, adding to the overall cost of your mailing campaign.
• Optional Address Correction: While possible, receiving updated addresses for Marketing Mail also comes with additional fees.

Why Such Different Treatment?

The divergent handling of these mail classes reflects their intended purposes and pricing structures:

• First-Class Mail is designed for personal correspondence, important documents, and time-sensitive communications. The higher upfront postage essentially includes the cost of potential forwarding services.
• Marketing Mail (formerly known as Standard Mail) offers reduced postage rates specifically because premium services like forwarding aren’t included by default. It’s primarily intended for promotional and advertising materials where cost-efficiency is the priority.

What These Differences Mean for You

For Businesses and Organizations:

1. Strategic Planning: When sending important communications that must reach recipients even if they’ve moved, choose First-Class Mail.
2. Cost-Benefit Analysis: For Marketing Mail campaigns, weigh the additional cost of ancillary endorsements against the value of reaching relocated customers and maintaining accurate mailing lists.
3. List Maintenance: Regularly update your mailing lists to minimize undeliverable mail. Often, the fees for address correction services are less expensive than the combined costs of printing, postage, and lost business opportunities from failed communications.

For Individuals:

1. Important Documents: Ensure critical mail like financial statements, legal documents, and personal correspondence is sent via First-Class Mail to guarantee forwarding.
2. Change of Address Filing: When moving, promptly complete the USPS Change-of-Address form (available online or at your local post office) to activate forwarding services.
3. Notification Priorities: For important relationships, directly notify contacts of your address change rather than relying solely on USPS forwarding.

Making the Most of Mail Forwarding with Click2Mail

Understanding the nuances of mail forwarding can significantly improve the effectiveness of your mailings. At Click2Mail, we help clients navigate these complexities to ensure their messages reach intended recipients, even when addresses change.

To properly implement ancillary endorsements for your Marketing Mail campaigns through Click2Mail, we’ve developed a comprehensive guide. Visit our knowledge base to learn how to seamlessly add endorsements to your mailings: How to Add an Ancillary Endorsement.

Conclusion

The substantial differences in how USPS handles forwarding for First-Class versus Marketing Mail highlight the importance of choosing the right mail class for your specific needs. By making informed decisions about mail classification and using endorsements strategically, you can maximize deliverability and maintain connections with your audience, regardless of where they move.

Don’t let address changes disrupt your important communications. With the right approach to mail forwarding, your messages will consistently reach their intended recipients—keeping you connected in our increasingly mobile world.

About Lee

Lee Garvey is the founder of Click2Mail, a pioneering platform in cloud-based direct mail automation since 2003. Under his leadership, Click2Mail has become a trusted USPS partner, helping thousands of businesses streamline their mailing processes and effectively bridge the gap between digital and physical marketing.