Founding father and first Postmaster General Benjamin Franklin is quoted as saying, “There are only two things certain in life: death and taxes.” While people might not like death and taxes, they do like certainty. That’s especially true for mailers.
Coupons, sales, two-for-one offers, and loyalty programs are just a few of the countless types of promotions businesses use to move inventory or get consumers to try new products and services.
Commercial enterprises offer deals, specials, or rewards programs from time to time because … they often work. Chances are one of these marketing techniques recently influenced your buying decisions.
Here’s the good news: Mailers accept and support the U.S. Postal Service’s Seamless Acceptance (SA) program. And here’s the bad news: Implementing the program hasn’t been very seamless.
Ongoing data integrity problems, among other concerns, have delayed full implementation of the program. We found evidence of inaccuracy in the data and mailers raised similar concerns, prompting them to ignore the data, according to our recent audit report.
Are all mailboxes equal? Not when it comes to advertising mail, which seems to invoke three critical factors normally associated with real estate – location, location, location.
It costs the U.S. Postal Service less to deliver mail to curbside mailboxes or neighborhood cluster boxes than to your door. That’s why there’s been talk of possibly eliminating door-to-door delivery as Canada Post has recently announced. But the move could cut more than costs; it could also cut the effectiveness of ad mail, which provides about $16 billion of revenue annually to the Postal Service.
The aptly named Business Service Network (BSN) is charged with servicing the U.S. Postal Service’s 23,000 largest customers by addressing service issues, answering questions, and fulfilling other requests. Given the annual postal spend of this customer group – almost $38 billion in fiscal year 2013 alone – it clearly behooves the Postal Service to keep these customers happy.
It’s back to the future for the requirement that all letter and flat automation mailings be Full-Service Intelligent Mail barcode (IMb) compliant to obtain discounts. Mailers were expecting implementation this week of the Full-Service requirement, but the U.S. Postal Service pushed back the date until 2015 because the Postal Regulatory Commission ruled that the mandate constituted a price increase that would have busted the inflation-based price cap.
Wouldn’t it be nice to receive only the advertising mail that interests you? Information about products and services you like or want to learn about, and nothing else? And wouldn’t it be nice for advertisers to know more about what recipients think about their ads? Is an offer appealing, but the timing is not right, or is a recipient completely uninterested?
This is the time of year when retailers, nonprofit organizations, and other mailers step up their holiday advertising mailing campaigns. Volume spikes in this period, known as the fall mailing season, which then gives way to the even-busier holiday mailing season, when personal correspondence and packages spike. The U.S. Postal Service makes most of its money for the year in the period between Labor Day and Christmas.
After more than 20 years of service, the venerable POSTNet barcode on envelopes for automating and sorting mail retired on January 28. The Postal Service now requires that mailings have at least Basic-Service Intelligent Mail barcodes (IMb) to qualify for automation discounts. Mailers will need to switch to Full-Service IMb by January 2014 to receive maximum discounts at that time. Even though the Postal Service provided a lengthy lead time and a good deal of education on the discontinuance of the POSTNet barcode, the IMb requirement undoubtedly caught some smaller mailers by surprise.
Since the launch of “Pushing the Envelope” in October of 2008, we have been blogging on topics of interest to U.S. Postal Service stakeholders and the general public. We’ve published 212 blogs to date (this one makes 213). Since it is our birthday, we thought we’d take this time to reflect on the last year and to look to the future.
First, thanks to our active readers who provide insightful commentary and food for thought. Your ideas and comments can turn into audit projects, white papers, or even the need to turn something over to our Office of Investigations.