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Mike CI completely agree with Rob D on the shipping. I refuse to bid on outrageous shipping - I won't even adjust my bid. That is my choice but be fair and reasonable with shipping and do not gouge me.
Personally, I haven't sold too many items but it really isn't that expensive. I bought a 30 back of brown envelopes from CVS for $3.29 and a package of bubble wrap for $3.50. I wrap the card in the bubble wrap (going around twice) and it costs about $1.85 to mail. All told, about $2.25 to mail a card first class. I charge $2.99. Plus, I email the buyer when I received payment including when I think I will mail the card (next day as my office is a block from the post office) and then email again when I actually mail it. Insurance is optional.
I have had nothing but 5 feedback across the board - when it is actually left.
All Ebay needs to do to fix the 4.3 rating is to rid itself of the 12 month time frame. Keep it a fixed, lifetime rating based upon the actual feedback and not formula based.
Otherwise, I usually mark everyone a 5 unless it is really bad communication.