United States Postal Service
Real direct marketers aren't driven by any one type of media, award-winning messaging or misgivings about changes in technology.
Cathedral Corporation, a national provider of transactional documents, customer care communications, personalized direct mail and e-marketing programs, has named Kimberley J. Waltz, a nationally recognized industry leader in the postal service, as its Vice President for Postal Affairs and Business Development. "Kim's extensive knowledge of the postal industry and its communications network, including her ability to analyze postal issues, offers a tremendous resource for Cathedral customers," said Marianne W. Gaige, President and CEO of Cathedral Corporation. "Her standing within the postal service and insight into future strategy will help our customers gain a
Postal regulators will meet Tuesday to start considering a U.S. Postal Service request to raise first class stamp prices to 46 cents and other postage rates beyond the rate of inflation. Sen. Susan Collins (R-Maine). But the senator who coauthored the law allowing USPS to file what's called an "exigent rate case" told the Postal Regulatory Commission on Monday that it shouldn't approve the hike this time. At issue is a clause in the 2006 Postal reform law that allows the mail agency to raise prices beyond inflation in the event of "extraordinary or exceptional circumstances." Sen. Susan Collins
The U.S. Postal Service ended the third quarter of fiscal year 2010 (April 1 – June 30) with a net loss of $3.5 billion, compared with a net loss of $2.4 billion for the same quarter last year. Third-quarter mail volume totaled 40.9 billion pieces – down approximately 700 million pieces, or 1.7 percent, compared to a year ago. Complete USPS third-quarter results include operating revenue of $16 billion, some $294 million less
From catalog makers to magazine publishers and direct mailers, the battle is now joined over the proposed rate increases for U.S. mail. American Media, Condé Nast, ESPN, Hearst, the Magazine Publishers Association, Publishers Clearing House and Time Inc. are among the companies that have formed the Affordable Mail Alliance this week. The group is trying to appeal to the Postal Regulatory Commission to reject the United States Postal Service’s request for substantial increases in the mailing rates both for standard postage and bulk and magazine rates.
For years I have been preaching that successful advertising efforts must contain at least one of the key copy drivers:fear, greed, guilt, anger, exclusivity, salvation, flattery. “If your copy isn’t dripping with one or more of these,” said Seattle guru Bob Hacker, “tear it up and start over.” “Why don’t you put these into a book,” asked my wife Peggy, “so the marketers and writers can see actual examples how they are used?”
“Great idea,” I said. Last month DirectMarketingIQ.com published “The Secrets of Emotional, Hot-Button COPYWRITING,” by yours truly, with the invaluable assistance of the brilliant Who's Mailing What! Archivist, Paul Bobnak.
Of the seven drivers, “exclusivity” may be the most overused and corrupted word in the English language. For example, when I entered “exclusive” into Google, I was instantly informed of 30.4 million new entries in the past 24 hours.
Nellie’s paean to the hilltop resort in Mallorca (see “IN THE NEWS” at right) is harmless enough. “On the secluded bay, there are no other resorts besides Viva Cala Mesquida and its jointly owned Club and Vanity Hotel Suites,” she writes a couple of paragraphs later. “Such exclusivity gives guests plenty of privacy and privilege.”
“Privacy and privilege.” Isn’t that what many folks crave in this epoch of Internet social media, Web cams, street-corner security cameras, paparazzi, GPS tracking devices and thousands of behavioral databases where your most intimate demographic and psychographic secrets are being rocketed around the country hundreds of times a day?
If you can persuade people that you offer privacy and privilege―along with the opportunity to get rich―you’ve got yourself a tidy little (or maybe a very big) business.
Here’s how some entrepreneurs did it.
Most likely, any business that produces frequent, large mailings has already heard something about the Intelligent Mail barcode (IMB) capability now offered by the United States Postal Service. The fact is, as of May 2011, the currently used POSTNET barcode will be phased out and IM barcodes will be required for marketers in order to qualify for the automation discount postage rate. However, this barcode provides additional advantages that may be of special interest to marketers wanting to optimize the impact of their direct mail campaigns.
The United States Postal Service's plan to eliminate a day of mail delivery could affect more than $1 trillion worth of business via direct marketing and catalog mailings. But for now those sectors of the industry are preparing to adjust to a new reality rather than preparing protests.
Any given day, an American household receives a financial statement or a monthly mortgage or utility bill that carries some type of environmentally inspired message: “Go Green – Switch to Electronic Statements” or “Automate Bill Payments and Save a Tree.”
The collective impact or result of this messaging, coinciding with other trends, is signifi cant. The United States Postal Service reports that its First-Class Mail volume– the class of mail that comprises personal financial information and supports payments – has declined by nearly 11.5 percent since 2001, in large part because of people, businesses and households switching to electronic banking and transactions.
Saturation mail is a way to reach all the households in a given area at a low postage rate. In its whitepaper, Saturation Mail: A “Best Kept Secret” No More, Melissa DATA’s experts explain the benefits of saturation mailings, including lowering your cost per lead by 70 percent, mailing to a targeted audience in the community, and saving 24 cents on First Class and 4 cents to 5 cents on Standard mail rates. Saturation mail works well for local businesses trying to drive word-of-mouth and in-store visits. Here are a few of Melissa DATA’s tips for prepping a saturation mail campaign. 1. Become