The U.S. Postal Service has updated their Brand and Policy with the following text: “The Postal Service — the original social network — has been connecting senders to receivers for more than 240 years. We deliver the mail and messages in a way no one else can, to places no one else goes, through a channel no one else has. The heart and soul of delivering is dependability…”
According to an Epsilon Research Preference Study, direct mail remains the No. 1 choice by consumers for receipt of information. As people are becoming savvier shoppers when it comes to finding savings, and the idea of finding a bargain has made couponing cool and chic, Money Mailer, a leader in direct marketing, is expanding its reach into Glenview with the launch of its newest franchise.
Since the dawn of direct marketing, companies have tried to determine what will entice prospects to buy. While demographic and financial data have been a trusted resource, behavioral data is taking direct mail to new heights. The explanation is fairly simple: What customers and prospects actually do is much more enlightening than what they say they will do. In direct marketing, it is far better to build a campaign around truth than conjecture, and customer behavior is one of the best sources of “truth” you can get.
As mailers and mail service providers prepare for our most active quarter of the calendar year, a number of factors are creating new challenges and new opportunities for our industry. Growing regulatory and compliance considerations, uncertainty about postal rate increases, and the continued proliferation of digital communication channels are influencing the way businesses and consumers use mail. At the same time, innovations in data collection, document design, mail production, and presort services ensure that mail will continue to play a leading role in enabling mission-critical communication and facilitating commerce throughout the world.
Sen. Tom Carper’s, D-Delaware staff on the Homeland Security and Governmental Affairs Committee channeled David Letterman, giving senators a top-10 list of reasons why they should prioritize the passage of the Postal Reform Act penned by Carper and colleague Tom Coburn, R-Oklahoma once they return from their bloody midterm election battles. Unlike Letterman lists, however, this one is devoid of humor. Postal reform is no laughing matter, as direct mailers will be reminded when they read number 10. Following is an edited version of the list.
More than $150 million. That’s how much campaigns, party committees and outside groups spent on political direct mail in the 2014 cycle—just through the end of August—according to a recent analysis by Politico. At a time when data-driven digital advertising is the talk of the campaign world, candidates and campaigns are still spending heavily on political direct mail for one reason: It works. That’s exactly why so many campaigns avidly keep direct mail in their arsenal.
The United States Postal Service® (USPS®) recently published a guide to help mailers plan for some of the upcoming changes and deadlines with regards to various USPS programs. Called the Mail Entry Road Map, this guide breaks down these various USPS programs and provides details on the USPS plans and important deadlines for each.
DMU closings after October 31, 2014
If your mailing facility has an active Detached Mail Unit (DMU), you should have received a letter from the USPS telling you that DMU’s at facilities with less than 75% Full-Service mail will be scheduled to be closed this fall. That October 31, 2014 deadline is rapidly approaching. If your mailing operation depends on the DMU for efficient verification and acceptance of your mail, you need to make sure that at least 75% of the mail you process is Full-Service. If not, you stand a good chance of losing your DMU. If you have an active DMU and have not received this letter from the USPS, you should check with your DISTRICT Business Mail Entry Office to see if your facility is one of those potentially impacted by this deadline.
What happens if your DMU gets closed? Unfortunately, you will no longer have the ability for USPS acceptance clerks to be on-site at your facility for verification and acceptance of your mail. Rather, you will be required to make arrangements to physically take the mail from your facility to your local Business Mail Entry Unit (BMEU) to have it verified and accepted there. Keep in mind that these facilities may have restricted hours and may not be able to efficiently handle your volume of mail. This could cause delays in getting your mail accepted, which may in turn impact Service Level Agreements (SLA’s) that you have in place with your clients.
Full-Service Non-compliance Assessments
In January 2015 the USPS plans to implement financial assessments for Full-Service mailings that do not meet the minimum compliance thresholds. These assessments will be charged based on your DECEMBER 2014 mailings, so you need to be working NOW to make sure your Full-Service mailings are meeting the compliance thresholds. Errors over the threshold will cause the removal of the Full-Service discount for the pieces in error above the threshold.
The USPS is right now (October 2014) beginning to issue “For Review Only” invoice reports, which are generated based on an evaluation all of the mailings submitted in the previous calendar month. These are not payable invoices, but rather they are “simulated” invoices, representing what you would be paying in postage penalties if these assessments were already in place. Keep in mind that the assessable errors will be those in excess of any threshold; errors within the allowed threshold will not be assessed. Mailers can also see their potential additional postage due on their Mailer Scorecard. Mailers should be closely reviewing these simulated reports in October, November and December 2014 to identify any errors and make corrections BEFORE the actual assessments are implemented in January 2015.
Move Update Validation
The USPS has for a number of years required that mailers utilize Postal approved methods to periodically update mailing addresses in their mailings. Traditionally, adherence to this requirement was in the form of Move Update Validation as a sample-based process, measured on mailpieces verified through the MERLIN process. The USPS is changing this validation process to one that utilizes Mail Processing Equipment scans and electronic documentation (eDoc) to measure Move Update quality on all Basic-Service and Full-Service mailpieces claiming automation rates. The USPS started showing these new validation process results to mailers back in August 2014 on the Electronic Verification tab of their Mailer Scorecard. In November, the USPS will start generating “simulated” invoice reports to calculate potential postage assessments for all mailers who submit more than 75% of their eligible mail volume as Full-Service.
Starting in April 2015, assessments will be implemented for Move Update errors over the permitted threshold. Mailers should be analyzing their simulated invoice reports generated for January, February, and March 2015 and take care of any errors above the threshold BEFORE the actual assessments kick in.
The USPS plans to enhance the Non-profit authorization process for eDoc mailings in November 2014. Currently, mailers submitting eDoc must populate the eDoc with either a postage paying permit or Mail Owner permit that is linked to a Non-profit authorization in order for the mailing to be eligible for Non-profit prices. For mailings including multiple Mail Owners, the eDoc includes only one linked permit, and the balance of the Non-profit Mail Owner data is provided on a separate hard-copy list. Starting in November 2014, PostalOne! will support the identification of Non-profit Mail Owners using the Mail Owner MID or CRID. PostalOne! will temporarily continue to check all of the allowable fields (Mail Owner MID, Mail Owner CRID, Mail Owner permit, or postage paying permit) for the necessary Non-profit Authorization link. However, this will end in April 2015 when only the Mail Owner MID or CRID will be allowed for this purpose. It is recommended that Mail Service Providers (MSP’s) confirm the non-profit status for each of their clients prior to November 2014. The PostalOne! Help Desk can assist with this process. MSP’s should submit a completed MSP Customer Validation spreadsheet to the PostalOne! Help Desk, which will then look up each of the identification numbers provided and return the applicable CRID, permits and non-profit status for each mail owner.
The USPS is also measuring various criteria of mailings participating in the eInduction and Seamless Acceptance programs. For these two programs, the USPS is currently limiting postage assessments for errors to those mailings that exceed what they call the “Egregious Threshold.” However, at some point later in 2015, the USPS will be implementing similar postage assessment processes as those described above for errors exceeding the minimum thresholds.
Bottom line, mailers need to pay much stricter attention to their Mailer Scorecard so that any anomalies can be taken care of with PostalOne! and so that the errors exceeding thresholds can be corrected BEFORE the assessment implementation dates.
Window Book can assist you to increase your percentage of Full-Service mailings and to help improve your Full-Service compliance scores on your Mailer Scorecard. Our Full-Service On-Ramp Service (FSORS) has been successfully used by hundreds of mailers to implement Full-Service in their mailing operations. This same service may be used to help you increase the percentage of your Full-Service mailings or to help you resolve non-compliance issues that negatively impact your Mailer Scorecard results.
Window Book also provides a wealth of FREE educational resources to help you make sense of all the requirements. Webinars, white papers, and these weekly eTips help keep you educated and up-to-date.
GOTHAM CITY — Today, the U.S. Postal Service, in collaboration with Warner Bros. Consumer Products and DC Entertainment, took over the Javits Center to kick-off New York Comic Con 2014 by dedicating the Limited Edition Forever Batman Stamps.
WASHINGTON — Making sure those serving in the nation’s armed forces and diplomatic service receive their presents and care packages in time for the holidays is a priority the U.S. Postal Service and for friends and family members of military and diplomatic personnel serving around the world. Helping to get packages on their way, the Postal Service offers a $2 per box postage discount on its largest Priority Mail Flat Rate box at, $15.45, for mail being sent to APO/FPO/DPO (Air/Army Post Office, Fleet Post Office and Diplomatic Post Office) destinations worldwide.