USPS
Direct mail blogs…
As a public service to the millions and millions of people who read this here very blog on a daily basis, I want to share some of my favorite direct mail marketing blogs & sites... (it’s not really millions but a guy can dream, right?)
[[in no specific order]] 
Deliver
As per their website, they are “the companion Web site to the award-winning Deliver magazine, is the leading online information resource for marketing professionals.”
The magazine, which is very well laid out - is put out by the USPS and while I have on occasion taken some umbrage with what I’ve read on the site, it is overall a very valuable resource for marketers.
DM News
A veritable potpourri of information when it comes to direct mail and direct marketing. Whitepapers, Buyer’s Guides, Postal info, and much, much more.
Very could be the granddaddy of direct marketing sites…
PreSort.com
Much like DM News, this site is a fabulous repository of articles, news, event info, and much, much more. Also provides links to lettershops, printer and vendors.
Marketing Profs
No, it’s not just for direct marketers but it provides a wealth of information ALL marketers and advertisers can and should utilize on a daily basis.
The Gilbert Direct Marketing Blog
A a former Adjunct Professor, teaching Direct Marketing at Miami International University, Jim Gilbert has lots of insights to share and is more than happy to do so.
Joy of Direct Marketing
Lois Geller and crew offer some fantastic articles and blog posts and are not afraid to push the envelope… literally. A big plus in my book.
Guts of a Burglar
The title alone instantly drew me in and once there, I was not disappointed. A simply fantastic blog… hell a recent post was entitled “Why Direct Marketers should run the country.” Now if that doesn’t make you want to read, I don’t know what will.
Direct Magazine
Part of the Chief Marketer Network, this site covers everything from traditional direct mail to email to mobile marketing to lists and on and on…
As I mentioned initially, this is a list of “some” of my favorite DM sites and blogs. There are plenty more of course but I want to hear from you.
What are some of your favorites? Where do you like to go for News You Can Use re: Direct Mail Marketing? Could be your own blog… that’s fine. Just share it with the rest of us!
For Those With ADD… Like Me
I love to write. Good thing I’m a writer, eh?And while I can write as much or as little as called upon, my personal attention span is just about infestimal. I think I’ve always had ADD, but in the past 3-5 years, it has become rampant… am thinking it has something to do with the informational overloaded society we live in.
I mean right now as I am writing this post, I have 27 different windows open on my PC.
Why? Well for one, it’s part of my job to stay abreast of many different topics, subjects, etc. But it’s also because I simply don’t have time to read every single story on every single website so I’ve convinced myself if I keep all the windows open, scan the headlines from time to time, I won’t miss much.
It’s a ridiculous exercise I assure you but…
It is with that knowledge I share with you, in as short of form as possible, some interesting, funny, and relevant stories I’ve come across recently.
Headline:
SMB Marketers Say Video Email Increase in Conversion Rates
From a recent survey of over 200 Small to Medium sized Business conducted by Get Response… 
- Over 80% plan to use video emails in 2010
- Over 90% plan to integrate Social Media into the email campaigns
- Nearly 64% of respondents claimed video emails delivered a significant increase in conversion rates
- Over 50% said video emails can increase click-through rates
- 33% believe video can improve brand image & increase customer loyalty
Now I abhor agencies that use their blog as a platform to sell. I think a blog should be a place to provide valuable, useful insight wherever and whenever possible.
However I will make an exception in this case as this speaks directly to our recent Press Release in which we announced the addition of full-service HD video capabilities at fmi.
Headline:
The Power and Importance of Mail
As is the case with many I’m sure, I came across a site quite serendipitously not too long ago. It’s run by a man named Terry Jukes, who as per his website is a Catalog company CEO and Consultant.
A recent post of his had this headline above which featured some facts and studies which came courtesy of “mailing related businesses like USPS and Pitney Bowes.” 
Some of the highlights:
- $295.32 was raised per thousand pieces mailed in 2009, up 16.3% from 2008
- 79% of all households read or scan the advertising mail sent to their home
- 31% of households made a purchase as a result of ad mail received
- 76% of Internet users said they were directly influenced by direct mail; 67% were influenced by TV; email 58%
- 75% of 25-34 year-olds have made a purchase as a result of direct mail
- 62% of 18-24 year olds purchased due to direct mail
- 55% of teens were direct mail influenced
Now, for the cynical side in all of us, a red flag can go up because of where this info is gleaned from: The USPS and Pitney Bowes. And I am certainly one with a few cynical bones in my body but I firmly believe that direct mail does and always will play a vital role in any marketing/advertising campaign.
It can never be the end-all-to-be-all it once was but to think that it will just go away completely is very short-sighted and for those marketers who turn their backs completely on it (Direct Mail) I would tell them they are making a very big mistake.
Here’s the full story if you’re so inclined…
Headline:
Time For Some Humor…
That’s not a headline from an article or anything… it’s just my way of saying, well, it’s time for some humor.
For those of you who’ve never heard of Beloit College in Wisconsin, each August since 1998, they have released the Beloit College Mindset List. It provides a look at the cultural touchstones that shape the lives of students entering college this fall. The creation of Beloit’s Keefer Professor of the Humanities Tom McBride and former Public Affairs Director Ron Nief, it was originally created as a reminder to faculty to be aware of dated references, and quickly became a catalog of the rapidly changing worldview of each new generation.
It is essentially a reality check for ALL of us but especially the teachers and instructors among us that each generation is different than the one before it and those of us NOT in a given generation are getting freakin’ old.
Consider The Beloit College Mindset List for the Class of 2014 
- Few in the class know how to write in cursive.
- John McEnroe has never played professional tennis.
- Clint Eastwood is better known as a sensitive director than as Dirty Harry.
- Trading Chocolate the Moose for Patti the Platypus helped build their Beanie Baby collection.
- Fergie is a pop singer, not a princess.
- Computers have never lacked a CD-ROM disk drive.
- Czechoslovakia has never existed.
- The dominance of television news by the three networks passed while they were still in their cribs.
- Nirvana is on the classic oldies station.
- It seems the Post Office has always been going broke.
Here’s the full Mindset List for the Class of 2014.
And now if you’ll excuse me, it’s time for my afternoon nap.
USPS Doesn’t Think Much of Social Media…
I love reading magazines… always have.Could be anything from Chess Lovers Monthly to Time to The American Philatelist. Doesn’t matter if the issue is months or even years old… I’ll read it.
I tell you all that because the other day someone gave me a copy of Deliver… A Magazine For Marketers, as per their tagline. It’s published by the U.S. Postal Service. You know, the ones who want to raise rates again because, God forbid, they get their own act in order… nah, ‘let’s just raise the rates again.’
It was an older issue of Deliver, dated June 2010 and almost immediately the following quote jumped out at me like that alien jumping out of that guy’s stomach in that movie…
“Social media takes up more time than it does money.”
Now the wordsmith in me wondered aloud… “Isn’t there a word missing? Shouldn’t it read ‘“Social media takes up more time than it does generate money.” Or something like that?
Another line that got set my blood to boiling was this one…
“The real danger with social media is in marketers expecting too much from it.”
A few weeks ago I wrote a post for Social Media Today entitled “Find Social Media Sand, Insert Head.”
In the aforementioned article, I told of posting a query on LinkedIn in which I asked “What’s the first thing you think of when you hear ‘Social Media?’”
You can read for yourself the astonishing responses I got and it’s quite obvious that the good folks at the USPS have their collective heads in the Social Media Sand as well.
Still not convinced. Think the USPS is just defending its turf by merely asking folks if Social Media is worth it?
Well on the last page of this particular issue of Deliver was a full-page image entitled “Last Word > Found in the Trash.” It shows a crumpled piece of paper with a chart labeled “Percent of Adults Who Use Social Media, 2005-2009.” Above the chart is written “Why are we paying so much attention to this if HALF the population isn’t?”
The scribbled answer: ” ’Cause it’s the cool new thing.”
Yes, Social Media is the new, cool thing… although I would argue it’s not so new anymore… at least not to me. But to hang your hat on “half the population isn’t (using Social Media)” is incredibly short-sighted. It’s like… having your head in the sand.
I’ve written and said aloud countless times before, Social Media is not some panacea that will cure all your advertising and marketing woes. It has to be used wisely and in connection and conjunction with other mediums.
- TV
- Direct Mail
- Radio
- Outdoor
- Mobile
- And on and on and on…
There is no one single medium that will give you the desired results you look for… the key is to mix things up a bit.
Life’s too boring to do just one thing all the time, isn’t it?
Mobile Marketing Busy Signal?
This just in… many Americans have cell phones. I know, I know, shocking…
Latest figures indicate that nearly 90% of all US households have cell phones, give or take a percentage point here or there. Cell phones, iPhones, Smartphones and so on have taken on a whole new meaning that goes way beyond just making a phone call.
You would think, given the fact that mobile marketing/advertising allows for 24/7/365 access to potential customers that direct marketers would be all over this new tactic like the USPS is to another rate increase…
Um… no.
From a recent article on eMarketer…
“According to an April 2010 survey by interactive and email marketing agency eROI, less than a third of US marketers think optimizing the mobile marketing experience is important to their customers.”
The eMarketer article goes on to reference a study by Multichannel Merchant which found that nearly 80% of US multichannel retailers had no m-commerce capabilities.
So we have nearly 90% of all American households filled with American consumers with cell phones all waiting and wanting to purchase a product, a ware, a service and so on yet over 3/4 of the retailers don’t provide the means to do just that?
Sounds like a busy signal to me…
What do you think?
- Are you a marketer and if so, are you utilizing mobile marketing in your marketing/advertising efforts?
- If yes, what kind of results are you seeing?
- If no, why? Cost? Time?
Little Less Postal, Lot More Social?
As we reported this past Tuesday, the U.S. Postal Service Governors recommended increasing the price of a First-Class stamp to 46 cents effective January 1, 2011.
Of course the increase must first be approved by the Postal Regulatory Commission.
So, what’s a direct marketer to do?
Because of the pending postal rate increase do you think about cutting back on your marketing and advertising?
Well before you do, consider the fact that “more than 48% of U.S. adults believe that a lack of advertising during a recession indicates the business must be struggling. So the perception then becomes that if you do not advertise, people will think you are struggling and therefore not be able to provide the quality product, service, ware, etc that you’ve delivered in the past” according to Ad-Ology.
So, what recourse do you have? You know you need to still reach your current and potential customers. And you know how impactful a Direct Mail campaign can be…
The answer?
Here’s a hint…
By now you’ve heard all about Social Media and the power that lies within it…
Now is the time to put it to use.
As part of an integrated campaign that yes, still includes Direct Mail and Email -Social Media, when utilized correctly, is an extremely valuable response-generating tool.
The bottom line…
If you’re not interacting, getting “social” with your customers, you can bet your competition is.
This just in from the USPS…price increase on the horizon
Release No. 10-064
Postal Service Proposes Price Changes
WASHINGTON —The U.S. Postal Service Governors recommended increasing the price of a First-Class stamp 2 cents to 46 cents and authorized the production of a pane of four evergreen tree branches as the newest image for Forever Stamps. The price of a postcard would increase 2 cents to 30 cents.
The Postal Regulatory Commission must approve the recommended price changes. The increases would not go into effect until January 2, 2011. It would be the first stamp price increase in almost two years.
Holiday Evergreen Forever Stamps will be available to the public in October at the current rate of 44 cents. Once purchased, the stamps are valid literally forever – despite any future price changes. No additional postage will ever be needed.
Faced with plummeting mail volume traced to the recession and increased use of the Internet, the Postal Service is projecting a deficit of nearly $7 billion for the next fiscal year. Despite eliminating 1 million work hours and reducing expenses by more than $1 billion every year since 2001, a budget gap remains.
The proposed price changes, if approved, will raise about $2.3 billion for the first nine months of 2011. Postmaster General John E. Potter said he does not want customers to bear the burden of dramatic price increases. Instead, Potter announced in March that pricing would be one in a series of solutions the Postal Service is pursuing to become financially sound.
“There is no one single solution to the dire financial situation that the Postal Service faces,” Potter said. “These proposed rate adjustments are moderate and part of a fair and balanced approach to insuring mail service for all Americans well into the future.”
Other actions outlined in March included changes to delivery frequency, restructuring prepayments of retiree health benefits, creating a more flexible workforce and expanding access to products and services to places more convenient to customers.
The Postal Service receives no tax dollars for operating expenses, and relies on the sale of postage, products and services to fund its operations.
Complete details of today’s filing can be found on usps.com. No prices will change before 2011.
Update on 5 Day Delivery–New Website
The U.S. Postal Service has launched a website on usps.com to provide information to all customers about its proposal to implement a five-day street delivery schedule. The Postal Service proposes to end regular Saturday mail delivery to street addresses as part of a comprehensive plan to ensure that it can continue to deliver affordable service to the American people. Post Offices will remain open on Saturdays.
The website, www.usps.com/communications/five-daydelivery has a planning guide for businesses and household customers, and answers to frequently asked questions.
USPS summer sale, look for your letter!!
Release No. 09-020 Summer Mail Sale Returns
Customer Loyalty to Be Rewarded Again in 2010
WASHINGTON—The U.S. Postal Service did something for the first time last year, and it was so successful, they’re planning to do it again: launch a summer sale.
The 2010 Summer Sale is scheduled to run July 1 through Sept. 30 and will provide a 30 percent rebate to eligible mailers on Standard Mail letters and flats volume above a predetermined threshold. The threshold will be five percent over each participating mailer’s volume for the same period in 2009. Invitations to participate in the sale will be sent to customers in early March.
“The 2010 Summer Sale is our way of rewarding our most loyal customers and demonstrates that we value their business,†said Robert F. Bernstock, president, Mailing and Shipping Services. “We expect the 2010 Summer Sale to provide as much excitement about direct mail as the sale did last year and to generate between 300 million and 1 billion new mailpieces.â€
Nearly half the 960 customers enrolled in the 2009 Summer Sale increased their mailing volumes. This resulted in approximately 1 billion incremental pieces during the sale period, producing a net revenue contribution of $24 million.
“Direct mail works, and our customers know that,†said Bernstock. “That’s why we will continue to invest in programs that promote the health of our customers’ businesses as well as our own. We very much appreciate our customers’ business, and we will compete aggressively for their advertising and promotion dollars in this highly competitive marketplace.â€
To be eligible to participate in the 2010 Summer Sale, a company must have mailed 350,000 or more Standard Mail letters and flats between July 1 and Sept. 30, 2009. Approximately 3,525 customers are expected to be eligible to participate in the sale, representing 67 percent of the Postal Service’s Standard Mail volume.
The 2010 Summer Sale is a component of a broader pricing strategy that creates incentives to grow and retain volume. It was one of many solutions discussed this week at a Washington, D.C.-stakeholder event in which Postmaster General and CEO John E. Potter addressed hundreds of customers, business partners, employees and the media during a presentation: Envisioning America’s Future Postal Service. At the event, Potter outlined an aggressive plan of cost cutting, increased productivity, and an array of legislative and regulatory changes necessary to maintain a viable Postal Service.
The 2010 Standard Mail Summer Sale is subject to approval by the Postal Regulatory
Target Says It’s Poised to Raise Second-Half Marketing Spending
CFO Says First-Half Savings Will Be Rolled Into Pre-Holiday Efforts
By Natalie Zmuda
Published: August 18, 2009
NEW YORK (AdAge.com) — Target plans to come out swinging in the second half.
Executives today said marketing spending, as a percent of sales, would be up compared with a year ago as the retailer looks ahead to the all-important holiday period. Executives are still feeling cautious about whether consumers will be spending in the second half, but as Target and other retailers begin lapping weaker sales results from last fall, same-store sales are likely to improve.
Douglas Scovanner, Target’s chief financial officer, said that the third quarter, leading into the holidays, is typically a seasonal peak in Target’s marketing and advertising efforts. This year, he said, the retailer has “elected to exaggerate that trend.”
Money to spend
“We expect to spend more as a percent of sales in Q3 and Q4 this year than we did last year,” Mr. Scovanner said during an earnings call. “For the year, our marketing plan is right on. But we have saved some money here in the front half for the expressed purpose of being able to invest it in the back half.”
In the second half of last year, Target spent $451 million on measured media, according to TNS Media Intelligence. In the first quarter of this year, the retailer’s ad spending was down 3% compared with the same period a year ago.
The move comes as execs say the retailer is finally gaining traction in its fight to convince consumers that it’s just as cheap as rival Walmart. Part of that strategy has included the introduction of a “low-price promise.” In March, Target began testing the program in Denver and Orlando, matching competitors’ prices on identical items in local markets. Target took the program nationwide July 12 and has promoted the effort in its circulars and in-store signage.
“We have been confident our prices are right, and we’re seeing our prices are right, because there are very few adjustments being made,” said Gregg Steinhafel, president-CEO, of the low-price program. “It might be one per store every couple of days. So it’s relatively modest. But we think this will be a terrific credibility builder and marketing umbrella to reinforce that we have strong values both every day and on sale.”
Same-store sales down
Same-store sales during the second period continued to lag, however, down 6%. Overall sales fell 3% to $14.6 billion.
When asked directly by an analyst why Target’s sales performance hasn’t been on par with fellow discounters such as Walmart and T.J. Maxx, Mr. Steinhafel said that it was due to consumer perception that Target’s value proposition is not as strong as those rivals. But, he added, the retailer’s research shows that its advertising and in-store signage is starting to “slightly” shift those perceptions.
“We’re starting to see slight basis points improvement in our price perception vis-a-vis where we were in prior periods,” he said. “So, we believe that we’re on the right track. We have made the right adjustments. [We] believe that over time we’ll continue to narrow that perception gap.”
In the second half, Target plans to focus on its pharmacy and grocery areas, both areas that have been outperforming the more discretionary home and apparel categories. A campaign to promote the pharmacy business, including Target’s first TV spot to highlight the category, is planned for the second half. The retailer also plans to sharpen its focus on Halloween, which falls on a Saturday this year. Plans to promote party favors and accessories under $3 are in the works.
Communication Is Best Policy
From Brandweek
Aug 3, 2009
Andrew McMains
From credit card companies increasing penalties for late payments to banks raising interest rates on credit cards, the recession’s bad news knows no bounds. But how consumers learn about such developments can determine how they feel about the companies that dictate them.
Often, people learn about such changes via direct mail. But the good news is, bad news doesn’t have to taint the messenger, according to a recent study from Omnicom Group’s Siegel+Gale. Rather, institutions can actually gain the trust of consumers if they communicate clearly and offer a contextual explanation for such moves, said Lee Rafkin, global director of simplification at strategic branding company Siegel+Gale in New York.
“What we found is, if you can go to the effort of actually explaining why you’re in the situation and what you’re going to do about it in a comprehensive and relevant way, people actually respect you for that,” said Rafkin.
Siegel+Gale’s The Simplicity Survey asked an online panel of 400 consumers to evaluate the effectiveness of four pieces of mail. One, from a credit card company, announced an increase in late fees on a charge card; another, from a bank, an interest-rate increase on a credit card; a third, a need for donations at a not-for-profit that cut its budget; and the fourth, the terms of a mortgage. Half of the panelists looked at two of the letters and the other half, the other two. Each answered questions that probed criteria such as clarity, credibility, relevance and usefulness, according to Rafkin. The mail was real, but company names were redacted.
The bank and credit card company scored poorly in the realm of trust and loyalty because the former’s explanation for raising interest rates was cold and off-putting (“market conditions and maintaining profitability on your account”) and the latter offered no explanation at all. “They’re not interested in me as a loyal customer,” wrote one panelist. “I’m just a number to them.”
Conversely, the not-for-profit’s 2 1/2-page explanation of how and why it cut its budget made it seem “honest” and “forthcoming” to one panelist, and a simple, one-page summary of the mortgage lender’s terms came across as “straightforward” and “inviting” to another.
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