USPS recently confirmed that they won’t be increasing rates for Market Dominant products in January 2026, including First-Class Mail. For marketers, that means the cost of sending a letter or postcard will stay the same through the first half of next year.
This pause gives brands a little breathing room. It creates a unique opportunity to plan ahead, test new ideas, and take full advantage of postal promotions while costs remain stable.
This update is not just about saving money. It’s about using this window of potential predictability to strengthen your direct mail strategy and set yourself up for success in 2026.
Key Takeaways
- USPS will not raise rates for Market Dominant products in January 2026, breaking the recent pattern of twice-yearly hikes.
- This freeze gives marketers a six-month window of stability to plan and launch campaigns.
- Combining the freeze with a few key USPS postal promotions creates a chance to save and innovate at the same time.
- Now is the time to audit, test, and boost direct mail integration in your multichannel marketing mix (if you haven’t already!).
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Why is this postal freeze important?
Marketers have been adjusting to twice-a-year postage increase for the past couple of years. Since 2021, the cost of a Forever stamp has risen five times, which adds up to a 34 percent increase in three years. Those frequent changes have made it harder for businesses to forecast budgets and plan direct mail campaigns with confidence.
The January 2026 freeze changes that pattern. By holding rates steady, the USPS is showing two things:
A commitment to balance
Postmaster General David Steiner explained the Postal Service is working to meet its revenue needs while keeping products affordable for businesses and consumers.
Temporary stability
Rates will not rise in January, but the USPS has already indicated that changes are possible at some point mid-2026.
The bottom line for marketers is clear. You have six months of stable rates to plan and execute campaigns without worrying about an immediate increase.
How can marketers take advantage of the postal freeze?
The USPS rate freeze creates a strategic window for marketers to plan smarter, act faster, and maximize postal promotions before rates rise again in mid-2026. With costs holding steady, now is the time to lock in campaigns, experiment with new ideas, and build a stronger direct mail program.
Here are six ways to make the most of this opportunity.
1. Plan ahead with confidence & act strategically during the first half of 2026
Direct mail works best with thoughtful planning, and the freeze gives brands the perfect window to do just that. With rates steady until mid-2026, you can confidently map out campaigns, secure budgets, and move quickly from strategy to execution.
Rates aren’t going up—but they’re not going down, either. The odds are good that increases will come back in July or later in 2026. That makes the first half of the year an ideal time to move quickly, lock in campaigns, and stretch your budget further.
2. Pair rate stability with USPS promotions
The USPS freeze comes alongside existing 2025–2026 postal promotions, which offer discounts for using technologies like QR codes, augmented reality, or tactile features. With rates steady until mid-year, there’s a clear incentive to mail more in the first half of 2026. This locks in stable postage costs, and it also increases the amount you get back from USPS promotions since savings scale with mailing volume.
Programs like the Integrated Technology Promotion or the Tactile Sensory Promotion give you a 3-4 % discount. Add-ons like Informed Delivery or the Sustainability Promotion offer another 1%.
Layer those savings on top of stable rates and you have a strong case for experimenting with creative formats that might otherwise feel too risky. Together, the freeze and the promotions give marketers a powerful chance to stretch budgets, experiment with creative formats, and drive stronger results.
3. Audit your current direct mail program
Start by reviewing the basics:
- Segmentation. Are you targeting the right people with the right offers?
- Testing. Do you have campaigns that were shelved because of cost concerns? Now may be the time to run them.
- Frequency. Would sending smaller, more frequent mailings outperform a single large drop?
With rates frozen, you can test and learn without the fear that higher costs will eat into your budget.
4. Leverage predictive modeling
Predictive modeling can identify high-value prospects, reveal hidden audience segments, and deliver 30–40% lifts over traditional targeting. By prioritizing the right households and integrating those insights across channels, you can increase response rates and reduce wasted spend during this postal rate freeze.
5. Build stronger multichannel campaigns
Direct mail works best when it is part of a bigger picture. Use this time to refine how mail integrates with email, social, and digital advertising.
- Send a direct mail piece and follow it with a coordinated email for reinforcement.
- Add QR codes or personalized URLs to connect mail with digital landing pages.
- Retarget people who receive your mail with digital ads, creating a consistent experience across channels.
This kind of integration not only makes your campaigns stronger, it also helps maximize the value of your postage investment.
6. Invest in measurement
One of the smartest ways to use the savings is to put them back into tracking and measurement. Tools like Informed Visibility, campaign-level attribution, and better CRM integration can give you clearer insight into ROI. That way, when rates rise again later in 2026, you will have data to prove the value of your mail program.
Who stands to gain the most from the postal freeze
While all marketers can benefit, certain industries are especially well positioned, including:
- Financial services and insurance. Long decision cycles mean more touchpoints, so stability is a win.
- Healthcare. Patient engagement and education programs can run without the worry of sudden postage changes.
- Education. Colleges and universities planning recruitment campaigns months in advance now have clarity.
- Nonprofits. Fundraising campaigns, especially multi-wave appeals, can stretch further during this freeze.
How you can use the postal freeze to connect with younger consumers
It’s also worth noting that younger audiences are responding strongly to direct mail. Digital-first demographics (namely Millennials and Gen Z) are showing signs of digital fatigue after years of crowded inboxes and constant online ads.
For these groups, physical mail feels more personal and more memorable. This creates an opportunity not just to reach them in a fresh way, but also to use direct mail as a data-gathering tool that can inform broader cross-channel strategies.
In fact, in a recent Amsive webinar on direct mail, our experts highlighted how Millennials and Gen Z are leading direct mail’s resurgence, with engagement rates climbing from 70% to 85% in just one year. These audiences not only open and interact with physical mail, they see it as more trustworthy and more memorable than another email or display ad.
For those just starting to explore direct mail, the combination of promotions and stable pricing makes the channel more accessible.
FAQs
Why is the USPS freezing rates now?
Postmaster General David Steiner explained that the Postal Service is balancing revenue needs with affordability. The pause is part of the broader Delivering for America 10-year plan.
Will postage rates go up later in 2026?
Yes. The USPS has confirmed there will be no increase in January, but it’s likely that rates will rise again by mid-2026. Marketers should use the first half of the year to plan and launch campaigns while costs remain stable.
Which products are included in the freeze?
The freeze applies to Market Dominant products, including First-Class Mail like single-piece letters, postcards, and flats.
Can I still use USPS promotions during the freeze?
Absolutely. All 2025–2026 USPS postal promotions remain active, offering discounts of 3–4 percent plus add-on savings. Pairing these promotions with the freeze is one of the best ways to maximize your budget.
Addressing what comes next
The January 2026 postal freeze is more than just a break in rate hikes. It’s a chance to get ahead. With rates steady and promotions available, marketers have a rare opportunity to test, experiment, and integrate direct mail more deeply into their multichannel strategies.
Whether you’re an experienced mailer or just starting to explore direct mail, this pause gives you the confidence to plan big. Don’t wait until rates increase again! Use this opportunity to elevate your direct mail marketing and build momentum that will carry your brand forward in 2026 and beyond.
Interested in expanding your direct mail program? Let’s talk about smarter ways for you to target, test, and integrate direct mail for measurable growth.
