Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

The Mailers Council's Robert McLean on the Pressures Faced by the U.S. Postal Service

July 22, 2009 By Ethan Boldt, Editor-in-chief, Inside Direct Mail
3
Founded in 1988, the Mailers Council is the largest coalition of mailers and mailing associations in the U.S. Collectively, its members account for more than 70 percent of all mail, and they are primarily interested in ensuring a future for the Postal Service. With that future increasingly in peril, I spoke with Mailers Council Executive Director Robert E. McLean. He meets frequently with Postmaster General John Potter and his senior officers about mailers’ concerns, which include making sure postage remains affordable for mailers and focusing on policy issues at the highest levels. Just before this interview, he testified at a House of Representatives Postal Oversight Subcommittee hearing.

Boldt: What is the biggest pressure that the Postal Service is facing today?
McLean: It’s whether or not the Postal Service will be able to pay its bills on Sept. 30. At the last presentation at the Board of Governors [meeting] by the chief financial officer, he made it clear that the Postal Service will run out of money at the end of the fiscal year (Sept. 30, 2009). On that day, the Postal Service typically has a multimillion-dollar transfer of funds to the United States Treasury for its retirees and its retiree health care program. Of course, they also have every month a big payroll to meet for its 600,000 employees and have to pay a number of vendors.

The CFO made it clear that it was unlikely the Postal Service would have sufficient money to do that. So the question is: Who is going to get paid? Who is not going to get paid? And how does this affect the future of the Postal Service as an ongoing entity? Our hope is there will be a markup on HR 22, the week after next, that will give the Postal Service a reprieve on its health care [prefunding obligation].

Boldt: Are the Obama administration and Congress aware of how urgent this is?
McLean: I think the administration is definitely aware of what is going on. But for most members of Congress, they are unaware of how bad the financial situation of the Postal Service is. And that is a tribute to the quality of service that most Americans are receiving right now. Most mailers are also getting very good service. But that’s due in part because the Postal Service has such low mail volume. It will be new to many members of Congress that the Postal Service is on the verge of defaulting on an essential annual payment.

But keep in mind that with the nation in a recession and the war in Iraq continuing, trying to get Congress to focus on a postal issue is a very difficult task. And it will not happen unless more mailers talk to their congressmen about what is going on. They should be prepared to tell them about this issue and the importance of the Postal Service, including that fact that the mailing industry supports 9 million jobs and almost 9 percent of the GDP—as most congressmen do not know that.


 

Companies Mentioned:

3

SPONSORED CONTENT

MORE ON DIRECT MAIL & POSTAL >>

FROM THE BOOKSTORE

Available as a PDF<BR><BR>A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.<BR> <BR>Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving for better response rates, open rates, conversions, cost-per-order, and life-time value. <BR><BR>And what is the tool that these strategists turn to again and again? That’s right! It’s testing. <BR><BR>In direct marketing, there are plenty of elements to test — from subject lines, premiums, envelope sizes, list selects, pricing, the placement of the shopping cart on the web page ... the choices seem endless. <BR><I><BR>Secrets of Direct Marketing Testing </I>is your personal BRAIN TRUST of testing strategies that you can start to put to use today. <BR><BR>In this guide, you’ll find everything you need to learn — the why, what, when and how-to of testing. From testing structure to basic principles, and from test ideas to mistakes to avoid, you’ll get a crash course in coding, tracking, reading and applying test results. <BR><BR>You’ll learn about: <BR>• Simple copy tests that drive response <BR>• Fine-tuning your offer <BR>• Web and Email testing <BR>• Offer tests <BR>• How to make sure you’re getting reliable results <BR>• Retesting and rolling out your findings <BR>• Plus the Rules that you should test now — or ignore at your own peril! <BR><BR>Are you are searching for ways to raise response, save on your promotion costs, drive down your cost-per-order and extend the lifetime value of your customers? The DirectMarketingIQ and Target Marketing editorial teams have been researching, writing and collecting expert advice from industry leaders about the how-tos of testing for years. <BR><BR>We’ve compiled this information and made it easy for you to find all in one place with our easy-to-read report – <EM>Secrets of Direct Marketing Testing</EM>. Secrets of Direct Marketing Testing

Available as a PDF

A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



...

ORDER NOW

Available as a PDF<BR><BR>Your everything-you-need-to-know guide to personalized URLs, including: <B>Best Practices </B>on why they work, campaign strategy, multichannel creative, analytics, and <B>10 Case Studies.<BR></B><BR>A New Best Practices and Case Studies report from DirectMarketingIQ.<BR> <BR>Do you want a higher response rate? Do you want to make a bigger profit? Do you want to engage your customers and continue the conversation? Then ... you need to know about PURLs and how they can achieve all the above and more! <BR><BR>With <EM>PURLs for Profit </EM>you'll have your personal roadmap that will show you how to successfully implement and profit from PURLs. This definitive special report takes you step-by-step on how to integrate PURLs into your marketing mix — email, direct mail, landing pages and social media — for an enhanced user experience so that prospects can make more informed purchasing decisions faster. <BR><BR>Here are just a few of the important takeaways you'll learn:<BR>
<UL>
<LI>Why PURLs work 
<LI>How PURLs connect the dots between direct mail, email, social media and the web 
<LI>What you should test and why 
<LI>What campaigns benefit most from PURLs 
<LI>How to create a relevant campaign 
<LI>Privacy and PURLs 
<LI>What steps should you take 
<LI>How to measure your ROI 
<LI>Maintain the magic by maximizing the message, the creative and the list! 
<LI>The importance of tracking and continuing the conversation 
<LI>Where social media fits into the mix </LI></UL>
<P>In addition, you'll see actual case studies where PURLs have made a big difference in a variety of marketing efforts. <BR><BR>Here's a list of the types of companies and organizations that are featured in this informative special report: </P>
<UL>
<LI>Financial Services 
<LI>Higher Education 
<LI>Publishing 
<LI>Nonprofit 
<LI>Retail 
<LI>Technology 
<LI>Seminar/Conference 
<LI>Quick-Service Restaurant</LI></UL>
<P>Download your copy of <EM>PURLs for Profit</EM> today!</P> PURLs for Profit

Available as a PDF

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies.

A New Best Practices and Case Studies report from DirectMarketingIQ.

Do you want a higher response rate? Do you want to make a bigger profit? Do you





...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
TMiller - Posted on August 04, 2009
I don't believe that IMB was designed to make processing easier for anyone. My belief is that, ultimately, because the mail can be tracked back to a mailer ID, the IMB will become another tool for revenue assurance since any problems with a mailing discovered downstream after acceptance can be identified and penalties accurately assesed through the mailer id.
In terms of the USPS cutting costs, how about sustainable union contracts to start?
David Wysong - Posted on July 22, 2009
As Mr. McLean notes mailers doubt the value of the investment needed to fully use the IMB vs. the mizerly workshare discount. We are not the only doubters, the Postal Rate Commisson's own published comments indicate their doubt that this discount is a workshare discount at all and the USPS management has not provided any support for the idea that the IMB does reduce the work effort. The discount appeared to them to be an incentive to convert to IMB useage and as such would expect it to be ended in the near future.
Al Stanton - Posted on July 22, 2009
I wonder mr. McLean believes volume will go up after the recession. How will the catalog and direct response businesses and magazines that closed be replaced. Some of the standard mail clients have found other means to acquire new customers. Some of the packaging regulations have increased mailers costs -- and they have cut back on shipments. Those costs will not be reduced -- especially if the discussed inflation takes place. As I said, i wonder how Mr. McLean sees an increase.

Al Stanton
Click here to view archived comments...
Archived Comments:
TMiller - Posted on August 04, 2009
I don't believe that IMB was designed to make processing easier for anyone. My belief is that, ultimately, because the mail can be tracked back to a mailer ID, the IMB will become another tool for revenue assurance since any problems with a mailing discovered downstream after acceptance can be identified and penalties accurately assesed through the mailer id.
In terms of the USPS cutting costs, how about sustainable union contracts to start?
David Wysong - Posted on July 22, 2009
As Mr. McLean notes mailers doubt the value of the investment needed to fully use the IMB vs. the mizerly workshare discount. We are not the only doubters, the Postal Rate Commisson's own published comments indicate their doubt that this discount is a workshare discount at all and the USPS management has not provided any support for the idea that the IMB does reduce the work effort. The discount appeared to them to be an incentive to convert to IMB useage and as such would expect it to be ended in the near future.
Al Stanton - Posted on July 22, 2009
I wonder mr. McLean believes volume will go up after the recession. How will the catalog and direct response businesses and magazines that closed be replaced. Some of the standard mail clients have found other means to acquire new customers. Some of the packaging regulations have increased mailers costs -- and they have cut back on shipments. Those costs will not be reduced -- especially if the discussed inflation takes place. As I said, i wonder how Mr. McLean sees an increase.

Al Stanton