This article first appeared in the November 11, 2019 edition of Mailers Hub News
In an industry where longevity is a rare quality, the life cycle and evolution of an enterprise in the commercial mailing business can be an interesting case study in adaptation and survival. An example is Whittier Mailing Service.
An audit report by the Postal Service’s Office of Inspector General revealed that changes the USPS has instituted in its processing operations have failed to produce savings at a pace commensurate with the overall decline in mail volume. Released September 9, the report (NO-AR-19-006, US Postal Service Processing Network Optimization) evaluated “trends and practices the U.S. Postal Service uses to optimize its processing network.”
Summary
There is still time to make the 2019 Mailers Conference.
Contributed by Summer Gould, President, Eye/Com
Before we really get started let’s define what personalization in direct mail is. It is more than just putting the name and address on the piece. In 2019, even just adding dear name or just a name is no longer the best way to personalize your direct mail. Don’t get me wrong, you still need to have the name, but you can get so much more creative than that now. So don’t just stop there, get more personal with offers, images, landing pages and more.
Commentary, by Leo Raymond
Any publication on any topic occasionally finds itself in the situation of knowing newsworthy events lie ahead but about which an article cannot be yet written; they just have to wait. Such is the situation in which we – and colleagues with their own newsletters – find ourselves.
Our speaker will be Jason DeChambeau, Manager, Processing Operations at USPS HQ.
Excerpted from the latest issue of Mailers Hub News
Although there were plenty of skeptics when the program was being developed, as well as after it was introduced on a limited basis in 2014, since it went nationwide in 2017 Informed Delivery has become very popular – perhaps more popular than even the USPS expected.
Excerpted from the May 27, 2019 issue of Mailers Hub News. Subscribers click here to access the full version.
When I spoke recently at an industry gathering, one of the questions I got (after reviewing the PQ II service scores) was what the USPS could do about its service performance. Why is service so poor in some places? What can be done to improve it, especially in the chronically low-performing districts? What actions can management take?
Excerpted from the May 13 edition of Mailers Hub News. Subscribers can find the full edition and archived issues here.
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In case there’s any member of the hard-copy messaging industry who’s not noticed, the traditional distinction between a “printer” and a “mailer” has been blurred – sometimes erased – in recent years as printing companies add mailing capability and mail producers buy digital printing equipment.
(Of course, both are also adding agency, marketing, fulfillment, and other services.)\
Excerpted from the February 18, 2019 edition of the Mailers Hub News.
As was observed late last year when the Postal Service reported its volume and revenue figures for October, the first month of fiscal 2019 and the month that benefitted from pre-election mailing activity, it needs more months like that. That assessment was reinforced earlier this month when the less impressive results for the other two months of the first quarter were added and reported on the agency’s PQ I/FY 2019 Form 10-Q.
Growing your print and mail business by getting in front of your customers means putting them first and making the relationship you have with them an all-day every-day proposition. This probably makes sense to you. But just because it makes sense doesn’t mean it’s easy to actually do.
Courtesy of Mailers Hub subscriber and Eye/Comm President, Summer Gould
Direct mail is a very powerful marketing channel. Now you can enhance it more by adding informed delivery. What is informed delivery? The USPS offers a free service to subscribers, that sends an email to them with an image of that day’s mail. The default images are not in color, by participating in an informed delivery campaign, you can replace that image with a color image and even add a web link.
Excerpted from the February 4, 2019 Issue of Mailers Hub News
It’s common knowledge in the postal community that the Postal Service’s fleet of about 140,000 “long-life vehicles” has more than outlived its name. Originally meant to last 24 years (but later extended to 30 years), the ubiquitous LLV is used by city and rural carriers nationwide. Out of production since 1994, the oldest trucks in the fleet are now 31 years old, but the anticipated replacement vehicles, expected to cost about $6 billion in all, have yet to be chosen.
Your clients may have outdated ideas about the effectiveness and value of mailed communications. Mail may seem old fashioned to them, or too expensive. The future of the US Postal Service may concern clients because of reported financial problems or they may be unclear about how to track and monitor mailed communications.
At your next client meeting, block out some time to talk about the role of mail in modern marketing strategies. Showing clients how direct mail has changed to meet the needs of today’s marketers can spur conversations leading to profitable repetitive work.
