You can shop around for printers and designers and copywriters. But you can't shop around for postage rates.

This month, postage rates have increased for the first time since 2002. The average increase is approximately 5.4%. The single piece rate for First Class Mail weighing under one ounce went from 37 cents to 39 cents. The postcard rate is now 24 cents. The full rate and fee chart is available for your reading pleasure at www.USPS.com.

As communications specialists, can we take any steps to ease the sting of the new rates? This question required a mailing expert. So I spoke with Bob Johnson, the VP of Mailing & Fulfillment at the George H. Dean Company, a commercial/financial printer in nearby Braintree, MA (www.ghdean.com).

What follows are Bob Johnson's four simple steps to lowering your mailing costs:

1. Clean your mailing list.

   Eliminate UAA's (Undeliverable As Addressed) by submitting your list to NCOA* at least twice a year. Merge-purge and dupe eliminate on a regular basis. Don't waste money sending the identical piece of mail to the same person more than once.

2. Examine your mail piece design carefully — each and every time.

   Is the size going to cost extra postage? How about orientation? Is the piece folded correctly? Are tabs necessary? Will a smaller presentation or envelope work just as well? Sometimes a very small change in presentation can result in very big savings.

3. Evaluate the class of postal service.

   First class may be fast, but is it necessary? Are an additional couple of delivery days acceptable? The savings can be significant. And if you're a non-profit, make sure to use those special rates.

4. Look seriously at automation.

   This is the biggest savings of all! Check the postal regulations. Code 1 and CASS certify the list. Postal presort. Most importantly, bar code the address in the approved, specified manner. Automated savings for all common classes of mail are tremendous.

Bob capped his advice with one final reminder: Proper prior preparation saves money. Check with the post office and check with your mail house, if you use one. Do your research, and save some significant money on the mailing end.

Thanks, Bob, for your solid tips about mailing smart. (By the way, he also told me that other postage increases are inevitable — probably by the end of next year. Ouch!) Bob Johnson knows mail--and I'm lucky to know Bob Johnson. Reach him at 781-356-4100.