Key Notes – Volume 03 Number 30

How GPU-Powered Analytics Improves Mail Delivery – Just as other large logistics companies have done, the USPS has big plans to tighten up its operations and boost customer service through big data analytics.  The main difference here is scale.  With more than 600,000 employees and a fleet of 215,000 vehicles, the USPS is the single largest logistic entity in the country, moving more individual items in four hours than the combination of UPS, FedEx, and DHL move all year.  The Postal Service decided to outfit its entire workforce of USPS carriers (or about 200,000 on any given day) with a device that emits its exact geographic location every minute.  Armed with this location data, the service aims to improve various aspects of its massive operation, including improving carriers’ route efficiency.  Source:  Datanami

Many Americans Agree That ‘Go Paperless – Save Trees’ is Misleading – Results from a recent U.S. consumer survey suggest that the majority of Americans agree that print and paper can be a sustainable way to communicate when produced and used responsibly.  In fact, it seems many people distrust and are not swayed by corporate green claims used to promote online services over paper.  Click here for my five favorite results from the June 2016 Toluna survey.  Source:  Two Sides

USPS Targets Fall for Automated Full-Service IMb Assessments – The U.S. Postal Service is now targeting November 2016 to begin automated Full-Service assessments.  This means that the data from the October Mailers Scorecard will drive the assessment process.  To learn more about the assessment process, visit the USPS website to review the Publication for Streamlined Mail Acceptance for Letters and Flats.  Source:  Farrington

The Future of Direct Mail and the Power of Targeting – The power of targeting lies in the way it unlocks a host of other beneficial tactics that are otherwise rendered ineffectual.  The future of direct mail is inextricably tied to targeting.  Targeting is, quite simply, the segmentation of your audience into meaningful chunks that let you understand them more thoroughly, from their overall needs to the way they expect to be able to engage with your brand and on to other more nuanced perspectives.  Direct mail is a beneficial tool in your marketing mix that can not only push conversions on its own merit, but boost digital traffic too.  Source:  Cox Target

Amtrak to Launch Magazine in Re-Branding Effort – Amtrak, looking to cast itself as a more upscale travel brand, is about to launch its first national magazine.  “The National,” a bimonthly, is scheduled to hit seat-back pockets in October, sources said.  The glossy, from Ink, the British travel magazine publisher, will emphasize beautiful travel photography and long-form journalism, according to the UK firm.  Source:  New York Post

Mail Anywhere – Full-Service mailers have the opportunity to use the same permit at any location with the Postal Service Mail Anywhere program.  Entry into the Mail Anywhere program is limited to mailers who meet the quality thresholds for Full-Service electronic verification.  The benefits of Mail Anywhere include:  maintaining a single permit and centralized account to enter and pay for all mailings across the country; local permit number or company imprint indicia may be used at any location; and permit application fee not required at additional mailing locations.  Click here for a fact sheet.  Source:  USPS/PostalPro

Total Magazine Media 360° Audience Grew More Than Six Percent Year Over Year – The Association of Magazine Media released The Magazine Media 360° Brand Audience Report for first half 2016 today, showing that magazine media brands continue to innovate for consumption across platforms, engaging readers with content when, where and how they want it. Using data from leading third-party providers, the Brand Audience Report shows that the average audience for magazine brands grew by 6.2 percent year-over-year.  Source:  MPA

Is Direct Mail A Dying Marketing Channel? – In today’s digital age, many would assume that direct mail is a dying marketing channel. However, direct mail is actually thriving in the digital age. In fact, according to the Direct Marketing Association, 79% of consumers will act on direct mail immediately while only 45% say the same about emails. With the latest printing advancements, mail isn’t just paper in an envelope anymore.  Source:  Sandy Inc.