Mail Merges with Mobile

From the U.S. Postal Service….

Mobile Barcodes Help Direct Mailers Enter the Age of Interactive Mail

WASHINGTON —To help propel the mailing industry into the age of mobile interactivity, the U.S. Postal Service announced a promotion designed to complement the enduring ability of direct mail to target customers and deliver results for marketers.

During July and August, the Postal Service will offer a Mobile Barcode Promotion that rewards mailers launching campaigns incorporating two-dimensional, smartphone-friendly barcodes with an upfront 3 percent postage discount on qualifying Standard and First-Class Mail letters, flats or cards.

Customers receiving these special mailpieces will be able to use smartphones to scan Quick Response (QR) barcodes to obtain more information or qualify for additional offers posted on mobile-enabled websites.

“This promotion is another step in our long-term strategy to ensure mail remains relevant as a key element in the overall advertising mix for an increasingly interactive marketplace,” said Tom Foti, manager, Marketing Mail. “By creating a promotion for placing mobile barcodes on mailpieces, we’re providing marketers with a compelling way to reach an internet-savvy customer base.”

Foti says the two-month Mobile Barcode Promotion marks the first mailing industry promotion based on a multimedia approach, and is designed to demonstrate how the value of mail is increased by interfacing with technology to engage customers.

“Consumers have become more comfortable with digital devices and online technologies, and the industry should consider incorporating elements that reflect these trends into direct mail campaigns,” says Foti.

The Mobile Barcode Promotion is open to mailers — including non-profit mailers — who submit qualifying First-Class or Standard Mail letters, flats or cards electronically using a permit imprint payment method. All mailpieces must include a mobile two-dimensional barcode on the outside of the mailpiece or within the mailpiece. The marketing information relayed in the mobile barcode must be relevant to the contents of the mailpiece. A separate postage statement is required for all mailpieces with mobile barcodes. Complete details can be found online at delivermagazine.com/mobilebarcodepromotion/.

The Postal Service receives no tax dollars for operating expenses, and relies on the sale of postage, products and services to fund its operations.

If you are interested in participating in this program, please contact your TMD representative at 847-776-9697 to discuss your upcoming project. Please contact us BEFORE you finalize any design or printing plans.

Canada Post – Strikes Looming

For our international mailers, there are some strike talks in Canada that would greatly affect your direct mail campaigns. The latest news is that if strikes do occur, they will begin 11:59 p.m. EDT on June 2, 2011.

We will try to keep you up to date on the latest news and below is a news release from Canada Post. Please stay tuned and feel free to share any news you might hear with us as well!

CUPW’s Latest Offer Is Out of Touch With Challenges Facing Canada Post

May 30, 2011

The union is prepared to shut down Canada’s postal system even though the company has proposed a deal that gives employees better pay and benefits than they currently enjoy. The latest counter offer from the union does nothing to address the significant challenges facing the company.

Canada Post’s offer provides:

• Annual wage increases leading to a top rate of $26 per hour for both new and existing employees;
• A defined benefit pension plan for both new and existing employees despite a $3.2-billion solvency deficit;
• Up to seven weeks vacation;
• Job security for both new and existing employees.

With in excess of 17% Lettermail volume decline since 2006, Canada Post’s challenges are well understood.

To address these challenges we have proposed a competitive and comprehensive pay and benefits package for employees hired in the future. The offer put forward for new employees will still make Canada Post an attractive place to work.

If there is a work disruption mail and parcels will not be delivered. However, contingency plans are in place to ensure the safety of any items that remain in the mail stream during a work disruption. There are also plans to ensure Canada Post returns to normal operations as quickly as possible following any work disruption.

Customers of Canada Post can find updated information about the company’s labour situation online at www.infopost.ca/customer. The French version of the website can be found at www.infoposte.ca/client.

Do You Know Where YOUR Mail Is?

The USPS has been having major delivery issues the past few months. It hasn’t been in the news. If you haven’t heard about it, you must not have been sending out mailings.

Why The Slow Delivery?

We can only speculate as to why there has been a decline in delivery standards. The retirement of a large number of employees, dating back to October 30, 2009 is when it seemed to start. There have been a lot of staff changes to accommodate the lower work force. Many employees are being moved into new positions, and some positions have been eliminated.

What Can You Do?

Planning your next direct mail project has gotten trickier than ever. You can no longer depend on the USPS’s published service standards to predict when your mail will arrive. Although we do see some mail arrive within the published times (3 to 5 days for First-Class Presort and 7 to 10 days for Standard), we’ve also seen mail take as long as 20 to 30 days to reach its destination.
So how can you plan for your next wave? Or to staff your call center? Using the USPS CONFIRM service is exactly what you need to use when you want to know “where” your mail is.

TMD’s Track n Trace Service

Utilizing the USPS CONFIRM service, we will barcode every piece in your mailing to give you a snapshot of where your mail is and when you may expect it to be delivered.

Although not all postal facilities are equipped for 100% scanning of mailpieces, the results you will see will give you a good idea of where you mail is, and when it will be delivered.

www.TMDtracking.com – your website for mail tracking

When you’re ready to find  your mail, you simply log onto our website for reports, maps and more.
You can even track individual pieces of mail, see what machines they ran on at the post office and when!
Take your mailings to the next level…give us a call and we’ll show you how you can keep an eye on your mail, from the comfort of your office.

PRC: Public Comment Appreciated

This just in from the Postal Regulatory Commission - the PRC has unanimously voted to deny the Postal Service’s July 6 request for a rate increase under “exigent” circumstances. Thank you to everyone that helped us fight the increase by sending in your letters!

The following is a letter from the PRC:

Dear Members of the Public, thank you for writing us.  

The Commission has received more than 12,000 letters, cards, emails, and faxes so far in response to our request for public comments on a Postal Service proposal to end Saturday mail delivery service across the United States (Docket N2010-1).  Your correspondence has provided the Commission with a valuable range of suggestions, ideas, emotions and experiences that augment the comments and testimony we received at seven field hearings conducted throughout the country this spring, and through the formal proceedings now underway at Commission Headquarters in Washington, DC.  We appreciate having thoughtful input from civic-minded citizens to help guide our deliberations.  We continue to welcome further input and expect to issue our Advisory Opinion in the fall.
 
The Commission also is here to help you.

We are pleased to assist customers who experience problems with their postal service.  The Commission now has expanded authority under the postal law enacted in 2006 to ensure that service and rate issues sent to us by postal customers are resolved by the Postal Service in a timely and appropriate manner.  As of the end of June, we have helped customers by resolving 391 rate and service inquiries.  In addition, the Commission has created a variety of online resources to assist postal customers in accessing information and assistance.   Simply scroll down this web page to find links under the heading “Information for Postal Customers.” 

Please do not hesitate to contact us in the future.  My fellow Commissioners and I look forward to hearing from you. 

Thanks again for writing.  

Ruth Y. Goldway
Chairman

Thank you to the Affordable Mail Alliance for helping to lead the charge against the USPS’s postage increase request.

Getting the Most Out of Your Postcard Design

In all the years we have been in business, we have always offered our customers “free” consulting on mail design. It’s our way of ensuring they get the most out of their direct mail by meeting all postal regulations.

But recently, we have received artwork to review that did not take advantage of the valuable real estate which is a postcard. Postcards are one of the best direct mail pieces out there. They are quick to catch someone’s eye (if using color & designed well). They’re a quick read – flip it one way & the other and you’re done. They can come in so many different sizes at very economical prices (and we don’t just mean postage!).

Rate-wise, there is only one postcard rate and that is Presorted First-Class postcards (maximum 4.25 x 6 inches). Which you will want to use if you’re sending a dated card (ie: for a conference or event). But if you have time (not a dated card), then Standard is the best rate to use because you can go as big as 6.125 x 11 inches in size – which is a lot of card for the a cheap rate!*

But getting back to our artwork reviews. Something we’ve noticed lately is some designers are very minimalist on the address side of the postcard. Some only using a return address. Maybe they’re expecting the post office to need all of that side for addressing? Or maybe they think their time is better spent designing a fantastic flashy art side? Whatever the reason, there is one big idea they’re missing: the address side of a postcard is read FIRST!

Okay, so there may be some exceptions to that statement. If your recipient lives in an apartment building and their mailbox stores the letters vertically instead of horizontally – maybe, MAYBE they will see the flashy side first. But in the majority of cases (including those vertical mailboxes), people receive their mail address side up because the USPS carriers deliver them that way. People also like to make sure it’s their mail they’re receiving – so often times they’ll leaf through the mail address side up first.

So what are these designers missing out on? An opportunity to grab their readers from the address side of the card. Whether you view that side to be the front or the back, the “A” side or the “B” side, one thing is for sure, don’t neglect it like it isn’t important. Because you could be missing out on your first opportunity to really get your prospect’s attention.

*Cards this size may be sent Presorted First-Class, but the rate will be for letter mail, not postcard rates. Please call your TMD rep if you have questions about rates or visit our website.

MOSS – It’s money in your pocket!

At The Mailing Department, we’ve made the complex simple and created a service that gives you options - multiple options – to save money using the US Postal Service. Time and money – marketing always seems to be dependent on these two things, and with our Multi-Option Sorting System (MOSS) Services we can save you both. Anyone can get you postage discounts, but not everyone can optimize your mailing list and find ways to sort the mail that utilizes multiple options for sorting, delivery and the most cost-saving options.

How does MOSS work?

We analyze your list and determine which services the USPS offers that would most benefit you.

We work with multiple logistics companies to move your mail – whether drop shipping, co-mingling or co-palletizing, your mail moves quicker and cheaper through us.

MOSS is exclusive to our company. Other mail houses may provide one or two options, but we combine them all under one roof to save you time and money!

How much can I save?

In a recent project for a national telecom company, they received a savings over $43,000 in postage – 18% in savings, and that was after figuring in MOSS service fees. The discounts you recieve will more than pay for the cost of using MOSS.

Call 847.776.9697 to start saving money today!

Empty Mailbox Blues

A recent experts article in DM News asked “Is direct mail on its deathbed?“ The debate is a result of increased consumer use of email over direct mail and the USPS discussions on cutting the number of delivery days down to five.

The one side says yes, that in this digital age, email is less expensive and therefore direct mail is not just declining, but on its way out. The other side says  no, that although mail volume has dropped, targeted direct mail will continue to be a viable marketing tool.

This debate reminds me of a recent email I received from my mailers association’s listserv. (Yes, I get the irony in that sentence.) This story was originally shared on an online discussion about marketing. I find it very interesting…as I am sure you will too.

A few days ago I overheard the conversation at the table next to us between two couples. One couple recently bought a summer home near Wisconsin Dells, and they’re excited to start using their new home. However, although they’ve had this new address for a couple of months, they were extremely disappointed that they haven’t gotten any mail yet. They weren’t talking about personal mail or bills – they were talking specifically about retail offers, coupons, and personalized direct mail pieces. They mentioned that the couple in the house next to them has started getting offers – and the couple without mail was actually jealous of them. That really struck me. Apparently it doesn’t really feel like home until you start getting direct mail. You don’t feel “special” until you garner the attention of advertisers.

Then I thought – has anyone in the world – at any point in time – been that excited about getting an email offer? Or a telemarketing offer? If you’re a marketer that’s not using direct mail, how do you compete?!

So I ask you this…when was the last time you were excited to hear from a telemarketer? How about those emails you receive every day – any of those unsolicited emails attract your attention in a positive way? Now think about the mail you pull out of your mail box each day. I’m betting that something in there has caught your attention, that occasionally you have given thought to making a purchase…or doing more research…or considered sharing it with someone else you know.

Although some people complain about receiving too much “junk mail”, our mailboxes are a part of our culture and our lives. It’s not just about bills and personal correspondence, the mail we receive keeps us in touch with the businesses in our neighborhood and gives us a connection to the outside world that is different from the electronic version. Email advertising (SPAM) is impersonal and uses a shotgun approach…in hopes of hitting someone, anyone, that “might” respond. Direct mail can be more targeted and relevant to the receiver and is less “junk” by comparison.

I know from my own experience – if I go to check my mailbox and it’s nearly empty, I wonder what happened. If I don’t see any marketing materials in there (postcards, letters, selfmailers), I wonder where is my mail? But seldom do I have that same reaction when I check my email. If I only receive a few personal or business emails in a day, but not a lot of SPAM, my thoughts tend to be relief. Relief that I don’t have to wade through all the “junk” emails to fine my “real” email. Direct mail, on the other hand, doesn’t have to be personal or business. I look through it all, keep what is relevant, and recycle the rest. It’s really no bother at all…unless my mailbox is empty, that’s when I get the blues.

Direct Mail Opinions – What is most important, and What do you read?

Using LinkedIn, we recently re-ran some polls that we also held around this time last year. The results gave us some interesting insight into direct mail opinions.

The two polls were: When using direct mail, which of these are most important? and Which mail piece design are you more likely to read?

When using direct mail, which of these are most important?

The choices for this poll were: cost of mailing services; cost of postage; speed of USPS delivery or knowing ‘where’ your mail is.

The majority of poll takers chose the cost of mailing services as the most important part of a direct mail campaign. This is down 10% from last year’s results.

When we ran this same poll last year, the cost of mailing services was still the leader in considerations, but at that time, knowing “where” your mail is was rated pretty high (37%). What is really suprising is how low that number is this year.

Not suprising, the speed of USPS delivery rated pretty high this year, and it wasn’t even chosen in the poll last year. It’s amazing how much of a difference a year can make in USPS delivery times. We have to wonder what the results of this poll would’ve been had we done it last fall – right before we saw a major downturn in USPS delivery standards.

We are also sure there is a correlation between speed of delivery and the cost of postage. Last year postage costs did not seem to be of a big concern, but with the recent failure of USPS delivery standards, spending money on postage does start to weigh heavily on the minds of mailers.

Taking one last look at mail tracking. We are surprised that more people are not interested in “where” their mail is in the mail stream. We have been doing independent tracking, as well as tracking mail on the request of our customers. In doing so we can see that delivery standards are not being met AND that the predictability in mail delivery has become more difficult. We are working closely with postal officials to pinpoint where the weak areas are in the USPS mail stream. Hopefully this increased attention will enable the postal service to start moving toward meeting their standards or, at least lead delivery times to become more predictable.

Which mail piece design are you more likely to read?

The best mailpiece design format is always hotly contested (well, among designers that is!). Also is the question to use color or black & white. Postcards vs Envelopes. In this poll we asked which design would you be more likely to read and the choices were: full color postcard, b&w postcard, selfmailer, letter in an envelope, and for all of us in the industry: “I read all ALL my mail”.

For the 6% that picked the last choice, all of us in the industry thank you. However, as you can see from the graphic, the majority were split between a letter in an envelope and a full color postcard.

We were surprised that the letter in an envelope rated higher than a full color postcard. Last year’s poll results showed an overwhelming affection for full color postcards. In a recent article we shared via Twitter, a marketing expert stated that a letter in an envelope is becoming the mail piece design to use…and apparently, our poll reflects that change in opinion.

It also seems to be an issue of age as well. The graphic below shows that while the under 54 pollsters preferred receiving postcards, the over 55 set would rather receive a letter in an envelope (they’re also the ones dedicated to reading all their mail!).

Although these polls should not be considered scientific (the pollsters were only LinkedIn members), the results do tell us enough information which can be useful for future planning.

If you have a direct mail question that you would like us to poll, please let us know. Feel free to comment on your opinions to these polls and direct mail. We look forward to your opinions!

Happy Holidays…and send a card to the troops!

As the holiday nears we want to let you, our customers and visitors, know that we appreciate your support of our business. We hope that your holiday season is one spent with family and friends and that your spirits are lifted and carry you into a prosperous new year.

And while you are spending time with family and friends, please take a moment to say thank you to our troops. It’s okay if you don’t know anyone stationed far from home, you only need to want to send your thanks. And to do it, Xerox is helping us by offering a free service that enables you to give thanks to our troops overseas. To use their service, visit this web site: www.LetsSayThanks.com. You can pick out a thank you card (designed by kids) and Xerox will print it and it will be sent to a soldier that is currently serving in Iraq. You can’t pick out who gets it, but it will go to a member of the armed services. It is FREE and it only takes a second. Whether you are for or against the war, our soldiers over there need to know we are behind them. This takes just 10 seconds (unless you decided to surf their site & check out the troop thank yous, the celebrity post cards or photos from thank you events…) and it’s a wonderful way to say thank you. We can never say enough thank you’s. Thanks for taking to time to support our military.  

Hope you have a wonderful holiday and a prosperous new year!

DMM Advisory – Streamlining Hard Copy Postage Statements, Effective March 2010

This just in from the DMM Advisory…

Streamlining Hard Copy Postage Statements, Effective March 2010

On Tuesday, November 17, we sent an Advisory about our new hard copy, effective March 15, 2010. The new process is part of the Postal Service’s efforts to speed and improve customer service by streamlining Business Mail Acceptance.

 What Will Change and When?

Starting March 15, 2010, when a customer brings in a hard copy postage statement with a mailing to an acceptance site that is equipped with PostalOne!, the Postal Service™ will no longer fill out the USPS^® section of the form nor round-stamp the document. To obtain a receipt, mailers are encouraged to visit the Business Customer Gateway to access PostalOne!^®, the system of record.

 Upon request, a customer may obtain a hard copy receipt of the postage statement or PS Form 3607, Weighing and Dispatch Certificate (currently used as a mailing transaction receipt), after acceptance and verification are completed.

 What Will Not Change?

The verification and resolution process will not change; mailers will be notified of any issues, as they are today. Postal acceptance sites that are not on PostalOne! will continue to process hard copy postage statements as they do today, completing the USPS section of the form and round-stamping the statement.

 For more information, you can access the document, Streamlining Hard Copy Postage Statement Processing.