Going Postal: News You Need
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…
Direct Mail More Effective Than Email In Online Giving
You probably already know about the survey conducted by ICOM, a division of Epsilon Targeting which revealed that North American consumers in the 18-34 year-old demographic prefer to learn about marketing offers via postal mail and newspapers rather than online sources such as social media platforms.
But did you also know that Direct Mail is more effective than email in online giving, particularly among the same age demographic? 
Research firm Campbell Rinker revealed that 1 in 3 donors (37 percent) who give online say that when they receive a direct mail appeal from a charity they use the charity’s website to give their donation and the younger the donor, the more likely they are to use a charity’s website to respond to a direct mail appeal.
In fact 50% of all Gen X or Y donors said they gave online as a result of receiving a direct mail piece vs. just 25% of baby boomers. Not surprisingly 75% of folks over age 65 prefer to give by mail vs. online.
Overall 14 percent said that a direct mail letter prompted them to give online versus only 6 percent who said an email prompted their online gift.
It was a fascinating study which also revealed…
- The higher the household income, the more likely the direct mail recipient was to donate online
- 15% of respondents overall said their online gift was prompted by being asked to give by someone through a social media site.
- The number skewed higher for this under for 40 as 24% said social media prompted them to give
- Compared to just 9% over 40 who were prompted by social media
- 20% of respondents say that their online giving was prompted via word of mouth
For his part, Rick Dunham, president and CEO of Dunham+Company. was quite taken aback by the findings:
“The purpose of this study was to try and understand what is driving online giving and how important offline communication is the source of increasing income to charity. What we found was quite surprising,” said Dunham. “Not only is offline communication important to driving online giving, it is actually much more important a catalyst to generating online gifts than we had anticipated.”
“It is remarkable to think that as much as one-third of the response to any given direct mail appeal could come via a charity’s website,” Dunham added.
Have you had any similar experience re: direct mail vs. email and online giving?
What were the results?
Are you planning any such campaigns and if so, will these findings sway your thinking at all?
Why Direct Mail Will Always Be In Style
In this very space I’ve written all about the demise of direct mail and how it’s grossly exaggerated…
Here’s some additional proof and reasons why direct mail will ALWAYS be in style:
#1. It’s more popular with the “younger generation” than you think… Research from ICOM’s 2010 study of North American consumers’ marketing communication channel preferences showed that the always coveted and desirable 18-34 year-old demographic prefers to learn about marketing offers via direct mail and newspapers rather than social media platforms.
#2. It’s the De Facto you… Neither rain, nor sleet and… well, you know the rest. But it’s all true. Direct Mail lets you put on your proverbial best face even when you can’t be face to face with your prospects and customers. 
#3. You can hit the moving target (Part 1)… Are your prospects and customers on Facebook? Twitter? YouTube? All or none of the above? The point is while social media is here to stay and should be a vital role in any campaign, the one place you can ALWAYS find your prospects and customers is their home.
#4. You can hit the moving target (Part 2)… With Direct Mail you can zero in on whom it is you want to be zeroed in on… say that 3 times fast. The point is you can target specifically by a psychographic, demographic, and geographic profile so that your message can go to who’s likely to be buy your product, service or ware
#5. Let’s get physical… Direct Mail allows the recipient to get all touchy and feely, if they want to of course… all kidding aside, nothing will EVER replace the feeling being able to hold something in your hands and refer back to it time and again without having to enter a user name and password each time.
I could go on… but want to hear from you.
Tell me why YOU think direct mail will ALWAYS be in style…
Examples of Great Direct Mail…
Yes, I said Direct Mail…
You remember Direct Mail, don’t you? Poll 10 people “What is Direct Mail?” and I will bet you a cup of coffee… Starbucks Coffee that at LEAST 6 will respond with something along the lines of “Isn’t that the junk mail I get in my mailbox every day?”
For those in the know, we realize that Direct Mail remains a viable marketing tool, especially when used in conjunction with other tools such as email, social media, mobile ads and on and on and on…
So with that being said, I wanted to share some examples of what I think are truly great uses of Direct Mail. I already shared one with you last week about ADT and their agency’s phenomenal idea to use what some consider “scare tactics.”
Here’s a few more for your viewing and reading pleasure…
MAKING SPIRITS BRIGHT…
(Christmas card based on a cash register receipt)
THE SOUNDS OF CREATIVITY…
(A very unique record player)
THERE’S NO PLACE LIKE HOME…
(A different way to offer home equity loans…)
DOCTOR, DOCTOR…
(Alumni weekend invitation)
As a point of full disclosure, the last example is one we created ourselves. It’s something we are very proud of because we took an otherwise staid and common occurrence – Alumni Weekend – and “personalized” it by addressing each doctor by (last) name on the front of the over sized postcard/invitation.
The results spoke for themselves as our client had the biggest turnout for Alumni Weekend in 10 years.
What do you think of the above examples?
Do you have any to share? Please do!
Do you think Direct Mail has and will always have a role in marketing/advertising?
Less mail equals more opportunity
By now you know and have seen the numbers. The number of pieces being processed and mailed by the United States Postal Services (USPS) have been declining steadily and are projected to keep doing so for the foreseeable future.
That’s not exactly breaking news, I understand that… but direct marketers, instead of wallowing in your self-imposed 
misery or cheering the fact that the Postal Regulatory Commission unanimously denied the USPS requests to raise postage rates in January beyond the rate of inflation… wake up and take advantage of the fact that there is now less competition in your customers and prospects mailboxes.
Now is the time to make your message stand out… check that, to REALLY stand out…
Create a truly unique design for your direct mail piece.
Use bright colors, bold fonts, variable printing… come up a with an offer that you’ve never tried before.
Use a multi-marketing channel approach by incorporating emails, purls, video and text messages…
Some may say that since there is no less competition, one doesn’t need to be so daring, so creative… baloney.
Be daring, be different… NOW is the time!
How do you plan on being daring and different?
Do you use direct mail currently as part of your overall marketing strategy?
If so, have you cut back on it?
What other mediums, if any, do you use in your marketing strategy?
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