USPS
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.
Pay your taxes, then get ready to pay more postage
Get out the erasers and prepare to rewrite that marketing budget because the USPS made it official today that the rates for their market dominant services will be increasing as of April 17, 2011. Perfect timing, everyone will already be upset over the amount of money they or their company have to fork over to Uncle Sam and then BAM!, a little salt in the wound courtesy of the USPS. Do not be too alarmed however, the average of the increase is a mere 1.741%. We have broken down the new rates by First Class Mail (1 oz pieces) and Standard Mail (under 3.3 ounces) and have come to some interesting conclusions.
First was that the USPS either has gained quite a bit of efficiency regarding Flat processing or they realized they came down a little heavy with the increases last go around. In either case the current increase for Flats averaged only .38% across First Class, Standard, and Nonprofit. The average increase for First Flats was actually -.12% or better put the average cost is less than it was 2 years ago. It appears that the increases is minimal across all of the automation categories, which leaves the non-auto categories bearing the brunt of the price hikes. This is good news for mailers who currently are preparing their mail as automation compatible. The worst part of the rates is that the discount for mail prepared for the NDC will decrease by $.01 or $1 per thousand. This one does not make sense since mailers are taking on the financial burden of preparing and shipping this mail to the specified facility, which saves the USPS processing and transportation expense. Again it is only $.001, but it goes against the concept rewarding work-share by the mailer. The discount for SCF mail will remain the same as before.
The following links will give you my breakdown of the old rates vs. the new rates and the various increase by percentage. The complete table of new rates is available on the Postal Explorer website.
Please weigh in with your thoughts regarding the increase and as always fmi is here to help assist mailers take on this increase with the least possible damage to your marketing budget.
The Intelligent Mail Barcode For Dummies
This is a sad day for me in some ways as it will be my last blog post for Going Postal and fmi as I am leaving the company having accepted a position at another.
I wanted this last post to be somewhat of a handoff as I pass the proverbial baton to Erik Formica, who will be posting here (along with others) going forward.
For my last post I wanted to do some educational and I know a very hot topic right now in the direct mail marketing world is the Intelligent Mail Barcode (IMB), something I know very little about, yes I would be the dummy in question.
So I thought what better way to transition to Erik than by interviewing him on this very topic. See, Erik not only works for fmi, he is also on the Board of the Postal Customer Council and is a certified mail piece design professional. He also sits on the board of the Philadelphia Direct Marketing Association (PDMA). 
SO: Help someone who is clueless, like me, understand just what the IMB is and why it’s important.
EF: First off, the IMB should not be feared, it’s just a barcode like any other barcode. It contains additional information that the current barcode does not. This additional information is what makes the IMB important. It gives mailers the ability to encode specific services such as address change service, and Confirm service which allows mailers to track every single mail piece down to the local post office.
The other reason it’s important is it’s the only barcode accepted for mailers to receive automation discounts come May, 2011.
SO: So a mailer can continue to use the current barcode after May, 2001 if they so choose?
EF: Yes. But they will not be able to receive any of the automation discounts they could previously. There is no really advantage to keep using the current barcode after May, 2011.
SO: So what’s a mailer’s first step in implementing the IMB?
EF: One place to find everything you need to know about the IMB is the Rapid Information Bulletin Board service (RIBBs) provided by the USPS. You’ll find information on Intelligent Mail Barcode Specifications, Online Encoder and Decoder information, Encoder Software and Fonts and much more.
SO: Ok, so from a mailer’s perspective the IMB makes complete sense. How about from a marketing perspective?
EF: There are two distinct advantages. Number 1, the IMB will free up what we call “mail piece real estate” which in layman’s terms means you can add more design elements to your direct mail piece than in the past.
The second advantage comes in the form of tracking and having the mail talk back to you. What I mean by that is you will be able to track every individual piece as it arrives at the post office nearest to the intended recipient.
SO: Under the current barcode, that’s not available?
EF: It is but right now you also have to add various codes to go along with the address in order to track to that level. These additional codes take up that valuable real estate I mentioned previously. The IMB leaves you with a much cleaner looking piece from an aesthetic standpoint while maintaining the functionality of the piece itself.
SO: Are there any other advantages from a marketing standpoint?
EF: Yes. Using the IMB will allow marketers to set up automated triggered events. For example, once a mail piece is scanned for actual delivery, that can trigger an event such as an automated email to arrive in the recipient’s in-box. That email can be nothing more than a “be on the lookout” type message which will allow marketers another opportunity to communicate with their audience.
SO: Thanks Erik. Even a dolt like me could understand that. Where else can people get help when it comes to the IMB?
EF: I’d be glad to help anyone who needs help understanding the IMB. People can call me directly at 215-464-011 or via email at eformica@fmidm.com.
An appreciation of mail boxes
By now you know we at fmi marketing solutions believe in the power of Direct Mail….
Our blog post titles alone will tell you that:
- Feeling Is Believing – Direct Mail Out Emotions Digital
- Once more with feeling, Direct Mail is here to stay!
- Why Direct Mail Will Always Be In Style
So, you KNOW we are big proponents of Direct Mail.
But we thought why not show our appreciation for those spaces, those areas which are used as weigh-stations in matter of speaking to house the mail until it’s ready to be picked up by intended’s recipient, AKA the mailbox.
There are some truly creative and fascinating mailboxes adorning our city streets and country roads and we figured it was high time to show some love to the old standby, the mailbox…
Some folks like to keep it simple and enhance the classic look…
Others like to get a little creative…
These are just a few of the odd, crazy and bizarre mailboxes out there… we KNOW there’s more and we want to see them.
Send us a picture of your wild and crazy mailbox and we’ll post them right here in a future blog post.
Thank you!
Once more with feeling, Direct Mail is here to stay!
You know the old expression, “talk til your blue in the face?”
Well this is how I feel right now…
I’ve written in this very forum the following posts..
Direct Mail Alive And Kicking…
Why Direct Mail Will Always Be In Style
Apparently shock waves are again abounding as according to a recent presentation for the Direct Marketing Association, Winterberry Group said that:
- From 2007 through 2009, spending on several categories of digital marketing grew at compound annual growth rates that exceeded 10%
- Over the same period, spending on direct mail fell at an annual rate of 10.7%, and spending on print advertising declined by almost 20% per year
- For 2011, Winterberry Group expects spending on digital marketing to increase about 21% compared to 2010, while spending on direct mail might be up 1-4%
Then there’s this from a Forrester Research survey…
- 60% of marketers said they would fund increases in their digital marketing budget by taking money from traditional marketing programs
- 40% of the survey respondents said they expect to cut direct mail spending
Many believe that the move away from direct mail reflects a growing belief that digital marketing methods are essential to creating engagement with today’s Internet-savvy prospects. It is also based on the perception that direct mail has somehow become a less effective and efficient marketing tool.
Hogwash!
Go back and read the two aforementioned posts and then come back and tell me you still think Direct Mail will go away completely.
It won’t!
They key will be integration… a mix of traditional media and digital media.
So, please for once and for all… can we stop with the “Direct Mail is Dead!” cries…
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