Going Postal: News You Need
PRC Approves Mobile Barcode Promo
The Postal Regulatory Commission has officially approved the USPS Mobile Barcode Promotion and they have determined that Nonprofits can play too! All of the other regulations have remained the same.
If you have already planned on some great campaigns this summer that incorporate QR Codes then you’ll be all set to save 3% on postage. If you have not planned on using this 2D barcode technology into your next campaign, then get started, the promotion starts July1st!
The qualifications and rules surrounding this “Summer Sale” are pretty straightforward and unlike their other sales this one is actually available to every mailer and does not require an advanced degree in mathematics to figure out if you qualify.
This promotion is a great way for mailers’ to discover new ways to link the physical and digital worlds of direct marketing. QR Codes have been all the buzz for some time now, but there are many out there who either are reluctant to use them or just have not figured out the best way to incorporate them into their overall marketing strategy. Considering the USPS is giving an upfront 3% discount for mailings that utilize these mobile friendly codes, I think marketers will learn fast how to use these, even if it is just get a cheaper postal rate. This promotion will run from July 1st to August 31st, 2011. The discount is available for Standard Mail and First Class Mail letters and flats.
The guidelines are fairly simple:
- Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
- Mailing documentation must be submitted electronically and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
- Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying each mailpiece contains a mobile barcode either within contents of mailpiece or on outside of mailpiece.
- All mailpieces in a mailing statement must contain a mobile barcode.
- With the exception of IMb full service discount, only one incentive per mailing will apply.
- Mobile barcode must be used for marketing and advertising purposes. Mailpieces containing mobile barcode that convey information about the postage value, destination, sender and machine serial number for security do not qualify
Here are the links for more details regarding the rules and questions:
If you have any questions about QR Codes and how to effectively incorporate them into your next campaign please contact us and we’ll be happy to help!
USPS QR Code Summer Sale – Final Rules
The USPS has released the final qualifications and rules surrounding their new “Summer Sale”. Unlike their other sales this one is actually available to every mailer and does not require an advanced degree in mathematics to figure out if you qualify. This promotion is a great way to entice mailers to discover new ways to link the physical and digital worlds of direct marketing. 
QR Codes have been all the buzz for some time now, but there are many out there who either are reluctant to use them or just have not figured out the best to incorporate them into their overall marketing strategy. Considering the USPS is giving an upfront 3% discount for mailings that utilize these mobile friendly codes, I think marketers will learn fast how to use these, even if it is just get a cheaper postal rate. This promotion will run from July 1st to August 31st, 2011. The discount is available for Standard Mail and First Class Mail letters and flats. The only caveat here is the Nonprofit mail does not qualify.
The guidelines are fairly simple:
- Mobile barcode must be two-dimensional and readable by a mobile smartphone. One dimensional barcodes do NOT qualify.
- Mailing documentation must be submitted electronically and postage must be paid using a Permit Imprint. Current electronic submission methods include: Mail.XML, Mail.dat and Postal Wizard.
- Participating mailers will be required to affirmatively claim this promotion in electronic postage statement submissions, certifying each mailpiece contains a mobile barcode either within contents of mailpiece or on outside of mailpiece.
- All mailpieces in a mailing statement must contain a mobile barcode.
- With the exception of IMb full service discount, only one incentive per mailing will apply.
- Mobile barcode must be used for marketing and advertising purposes. Mailpieces containing mobile barcode that convey information about the postage value, destination, sender and machine serial number for security do not qualify
Here are the links for more details regarding the rules and questions:
Now before you go setting your budget in stone, this sale is still pending a final ruling from the Postal Regulatory Commission. Their final decision is expected at the end of the month, so stay tuned.
If you have any questions about QR Codes and how to effectively incorporate them into your next campaign please contact us and we’ll be happy to help!
What’s in the Box?
Not the box from Seven, but I am horrified at times when I look through my own mailbox. There a lot of great pieces I receive as well, which is why Going Postal will now be doing a weekly review in mail. We’ll sort through it all and pick the best and worst of the week as a way to provide insight on best practices in regard to design, content, list hygiene and overall mailbox presence. This week we will focus on postcards and how they are all not created equal. I received 3 postcard sized pieces this past week and one stood out form a design perspective. 
They designer did not leave adequate room on the address section to fit a barcode and therefore did not receive automated rates. Now maybe the piece received such a response that the extra postage did not matter, but savings of $0.04 per piece would have been nice I’m sure. In contrast the other postcard pictured here tweaked the conventional design a little and therefore left room for a barcode and reaped the rewards of postal savings. My point with comparing these pieces is not to pick on one particular mailer, but rather point out that in a time when invested marketing dollars are being scrutinized for effectiveness, every penny counts and could mean the difference between a successful campaign and a failure.
I had to bring another piece to task just because of all the attention QR codes have bee receiving recently. This piece comes from a large mailer, which is what makes it even more puzzling how this happened, but it did. My most recent Costco mailer had the great coupons that I always look forward to, but on the front of the piece it had a QR code. I thought this was great and could not wait to scan it, so like a kid ripping open presents on Christmas I quickly get out my phone to scan the image only to find a lump of coal instead of a shiny new toy. The scan produced an error, but why? Maybe it was the app I was using, but wait, there was a link to get a scanner right underneath the image, hot dog! So I go to the site to download another scanner app and – oh no:( The link is a web page with an error code message. Now I am deflated, I will never know what great grilling recipe or whatever it was supposed to be behind that QR. This is what gives this technology a bad name and will keep the end users form fully adopting it. I hope this gives every mailer the message that we need to test, test and test again.
Please feel free to add your comments and share your own mailbox stories with us.
USPS ammends bundling standards
This was just realeased today from the DMM Advisory.
New Strapping Option for Bundle Preparation
Current DMM® standards require mailers to use “clear smooth strapping tightly secured around the bundle” as a way of ensuring that address and presort information on bundles is visible and readable by the naked eye.
Recent testing shows that a new strapping with a transparency rating of at least 52 percent when tested using ASTM D1746 – 09, Standard Test Method for Transparency of Plastic Sheeting, methods meets all Postal Service™ readability requirements.
Mailers may begin using this type of strapping immediately — it is more environmentally friendly and provides cost savings to mailers, while continuing to secure bundles in a way that helps the Postal Service process the mail efficiently.
We are working on revising the mailing standards for strapping and will use the DMM Advisory to keep you informed
Do you blame your car when you get lost?
It is a simple question, right? If we find ourselves lost or late, we don’t blame the car (caveat here is if GPS has done you in). We may give the steering wheel or dash a few whacks, but ultimately we are frustrated with ourselves.
Too often I hear “we tried mail and it didn’t work”. Mail is merely a vehicle for a particular message. If no one responds to the message, the mail is not to blame unless the recipient did not physically receive the piece. Moreover, many of these same individuals do not ask the key question, which is “why did the mail not work”. The “why” is crucial to answer for any future success with any type of marketing campaign. The answer to that question gives the direction for the next campaign.
If you are lost, you immediately go backwards and retrace your path to see where you went off course right? The same can be said regarding any direct mail campaign. You must go back and find where you may have gone off course; was it some some confusing copy, an unappealing graphic, or perhaps a poorly targeted list. Maybe it was due to my favorite culprit; no clear response mechanism. I just ran into this one recently, “we tried mail, but we had no way of tracking it”. If you can’t track response, then you can’t measure effectiveness and therefore you should NOT DO ANYTHING. Sorry, was I yelling, I get exited sometimes.
The point is that we too often blame the vehicle and not the operator when a campaign fails. Also, like any other sales and marketing channels, it takes consistent effort to get results. Hardly any sales are closed after one call, right? If I go to meet a prospect and they do not buy at that meeting, is that it? Will I never go see them again? If make 25 calls and do not make one sale, do I blame the phone and not make calls any longer? No, I ask “why”. Was I talking to the right person, was my message meaningful to them, was my timing appropriate? When these questions are answered, I will try again and then keep it up until I achieve the desired goal.
I urge everyone out there who has ever uttered the words “mail does not work”, to go back and answer the question “why?”. Maybe the mail was the incorrect vehicle, but at least you will know why. I can’t very well drive my car across a lake right?
USPS eases on deadline of May 2011 for new barcode
In a shocking announcement the USPS is “relaxing” their deadline of May 2011 to adhere to the use of the IMB to attain automation discount; and in other news the sky is still blue.
Below is the official excerpt from the DMM Advisory: 
Postal Service Relaxes Upcoming Requirements for Automation Prices
Recognizing ongoing concerns about mailers’ readiness for broader adoption of the Intelligent Mail barcode (IMb®), the USPS® has decided that automation discounts for mail with POSTNET barcodes will continue to be offered beyond May 2011.
Today’s announcement, made following consultation with key industry leaders, means that mailers also may continue to use the POSTNET barcode for reply mail (such as Business Reply Mail (BRM), QBRM and Permit Reply Mail) and PLANET Code® for Confirm® Service.
The relaxing of requirements beyond the planned May POSTNET retirement timeframe allows for an easier transition to the full use of the IMb while continuing to receive automation discounts.
The value of the IMb is a proven technological advantage with more than 41 billion pieces of IMb-enabled mail processed by the USPS. As more Industry leaders continue to embrace the IMb, the Postal Service is committed to enhancing the benefits of Intelligent Mail Services.
Latest info on Postage Rate Increase
Thursday, the Postal Regulatory Commission (PRC) agreed the U.S. Postal Service would be allowed to raise rates on the Postal Service’s competitive shipping products. This means new prices (not lower) for Priority Mail, Express Mail and other Shipping Services. The new rates will be implemented on Jan. 2, 2011.
The decision on price increases for standard and non profit mail as well as other services is still pending.
A complete listing of 2011 prices at www.usps.com/prices.
“The check’s in the mail” – will you get it though?
There has been a lot of talk recently regarding the Intelligent Mail Barcode (IMB) and rightfully so since May of 2011 is D day for mailers to comply. I know on this blog we have hammered home the great potential the IMB holds for all mailers and marketers alike. The one footnote that has not gotten as much publicity amidst the IMB frenzy is the fact that Business Reply Mail must also adhere to the same standards come May 2011.
Business Reply Mail, or BRM, pieces will be required to have an IMB on them in place of the current Post
net Barcode. This is a critical point for all mailers who utilize BRM as the response vehicle for their campaigns. What makes this more important is that I know many of you like to print a year’s worth of these envelopes at one time to save on print run costs. If that time is now, then this is a perfect opportunity to get compliant and avoid potential headaches come May.
The response is the whole point of the campaign itself, so do not jeopardize the success of a mailing due to lack of postal compliance. The USPS mail piece design team will be happy (hopefully) to help out with these new barcodes and get you print ready artwork to go to press with. A great starting point for anyone looking to take on this endeavor is the Postal Explorer website, which has a whole section on BRM design. You can also search for your local mail piece analyst, who will assist you through the process of obtaining USPS approved artwork. Another great source of information on all things IMB is the USPS RIBBS site. You can also feel free to contact myself (eformica@fmidm.com) or any of the great staff here at fmi.
USPS among brands Americans most attached to… and your point?
Did you hear the great news?!?!?!
The United States Postal Service, the USPS to you and me, ranked in the Top 15 of brands consumers are most attached to…
The survey, conducted by NewMediaMetrics, asked 3,500 Americans ages 13-54 with annual income of at least $35,000 earlier this year what brands they are most attracted to… not sure how many Americans aged 13 make at least $35,000 but, let’s not get bogged down on facts now shall we?
The fact remains that the USPS outranked, outscored, whatever the following brands…
- BMW & Toyota (not really surprised they beat out Toyota are we?)
- Walmart
- Target
- Southwest Airlines
- Nike
- Microsoft
- And so on…
Here”s the Top 15…
And of course the folks at the USPS were all giddy over the results…
“The most interesting aspect of this survey is it names brands that consumers say they are the least willing to give up,” said Kent Smith, manager, USPS Strategic Business Planning. “Considering that this was an online survey that included people as young as 13, we may still have opportunities to strengthen our connections with these market segments.”
Now I’m sure Mr. Smith is well intended in his remarks and he is, rightfully so, excited about the findings but let’s keep things in perspective please…
“…it names brands that consumers say they are the least willing to give up.”
Yes, that is true BUT of course they are least willing to give up the USPS because what’s the alternative?!?!?!?
UPS?
No and no…
If you want to mail a letter – you do remember how to send a letter yes? Not a text. Not an IM. Not an email. But a letter or a greeting card, who you gonna call?
The United States Postal Service because there is no other option!
Company X wants to do a mass direct mail campaign to hundreds of thousands of people… who they gonna call?
The United States Postal Service because there is no other option!
So, if you ask us what we’re “least likely to give up” what do you think we’re going to say?!?!?!
Revel in your glory Mr. and Mrs. USPS… but the rest of us know the real truth.
In the past three years, the USPS has lost $12 billion and is expected to lose about $7 billion this year.
The USPS is a monopoly, plain and simple…
Are you attached to the USPS, emotionally or otherwise?
Positively or negatively?
Can the USPS be saved?
Came across this posting the other day on DMNews.com entitled: “How to save the US Postal Service”…
And it got me to thinking – always a dangerous proposition I assure you. But I got to thinking whether the United States Postal Service can actually and truly be saved or… 
- Should they hand it over to the employees as Congressman Dana Rohrabacher (R-CA) wants?
- Tell the the government to get out of the way and do away with antiquated postal monopoly laws?
- Is it time to end the monopoly, to deregulate and privatize the mail delivery in the US?
So I do what I always do and love to do and that is pose this query to the massive Linked In audience to get their thoughts…
Here’s some of the responses I’ve received:
- Privatizing won’t work… Never does… The USPS is actually starting to compete with UPS and FedEx with some very competitive shipping deals… Given time, other aspects of mail service will also change in relationship to the competition…
- UPS, FedEx, and other private mail delivery companies seem to be doing quite well, in spite of “the antiquated postal monopoly laws” to which you refer. If postal service were to be privatized, I shudder to think what would happen to delivery prices and service. (Hint: prices will not decrease.) I do not subscribe to the view that government is always by definition, evil, inefficient, and destroys freedom. Yes, the USPS can be, and should be saved. And if the direct mail industry must pay higher postal rates, then that’s the cost of doing business — no matter how much they might whine about it.
- It’s a double-edged sword. Allowing other companies to deliver mail might well allow competitive prices to develop. That’s a good thing. But this will also lead to postal companies downsizing and firing workers to keep down the costs.
- Like any government run agency, it could stand a good overhaul. But there are numerous options for people available besides the USPS that I hardly consider it a monopoly.
- Saved from what? Why is it bad if people find other avenues and it gets downsized and/or prices raised.
- First of all, saved from what? The USPS actually works. The postal monopoly is essentially a way for people who live in large cities to do something nice for people who live in small towns. Personally, I think it is an impressive display of social solidarity. Dismantling it would be, well, mean to a lot of people.
- Many view the USPS with a great deal of disdain. Wait times, customer service and postal rate increases continue to be distressing topics for most customers. They would benefit greatly from a new management philosophy that focused on the customer’s needs.
- The United States can look north of the 49th Parallel to see a postal system that works. Changes of address in Canada cost money: a minimum of $39 for 6 months in the same province, and much higher for elsewhere — not free as in the US. Will this work in the US? No, not without the elimination of Congress’ interference at the littlest generated amount of public and business whining.
- Their employees need to have an attitude adjustment.
You can share your thoughts by responding to the Linked In question directly or share your thoughts, comments, etc in this forum.
Curious to see if you think the USPS can be saved and if it should be in the first place…
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