Key Notes – Volume 04 Number 07

USPS Informed Delivery Rolling Out this Year – Certain residents around the country are now able to view images of their mail placed in their mailbox each day.  The USPS is offering the free service, which is called Informed Delivery, in a limited number of ZIP Codes.  The plan is to have the program rolled out nationwide in 2017.  Qualified residents will be able to view up to 10 mail piece images in your morning email, which can be viewed on any computer or a smart phone.  Get more mail than that?  Additional images are available for viewing on your online dashboard – in the same place you track your packages.  You can use the ZIP Code lookup tool to see if Informed Delivery is offered in your area.  If the service hasn’t reached your area just yet, the USPS allows you to register your interest in receiving it.  Source:  USPS

Bill to Sustain Postal Service – The Postmaster General has joined a coalition of mailers and postal unions endorsing a bipartisan postal bill that a House committee chairman wants to get to President Donald Trump.  Introduced Jan. 31, the House legislation would allow a 2.15 percent increase in postal rates, boosting the price of a first-class stamp to 50¢.  The postmaster general also qualified her support on the condition that an ongoing review by the Postal Regulatory Commission will give more pricing power to the Postal Service.  Source:  Linns

MPA Releases 2016 Brand Audience Report – The Association of Magazine Media released the Magazine Media 360° Brand Audience Report for calendar year 2016 today.  The report confirms that audience demand for magazine media brands is increasing at a healthy pace across platforms and channels.  This marks the 29th consecutive month that the Magazine Media 360° audience has increased versus a year ago.  Source:  Public Now

The Brain’s Response to Ad Sequencing – A recent neuromarketing study examining the effectiveness of digital and physical advertising media shown in sequences found that physical ads, shown twice, led to better memory of and desirability for advertised products than any other tested sequences, such as back-to-back digital ads and mixed digital-physical sequences.  This finding and others have important implications for the Postal Service, which still generates significant revenue from advertising mail.  Read the details in a new white paper: Tuned In: The Brain’s Response to Ad SequencingSource:  USPS OIG

Direct Mail vs. Email – Whilst email offers more immediate return on your investment, it would appear that direct mail is more effective in acquiring new customers.  When thinking about both direct mail and email as part of a marketing campaign define your goals and choose the best marketing combination to support them.  Source:  Proactive

National Postal Forum in Baltimore May 21-24 – Whether you seek mailing and shipping solutions to run your business more efficiently, you’re looking for the right partnership to complement your business strategy, or you’re pursuing continuing education opportunities for career advancement, the 2017 NPF is the place to be.  Register now or get more information at

Golden Opportunity – Research shows that adding print to an advertising media campaign increases the ROI of the campaign, as print is appreciated for its credibility, authenticity, personalization and impact. Print magazines are seeing resurgence in popularity. The wide-reaching influence of magazines has been documented in a study which found that 81% of people have purchased a product or visiting a place after reading about it in a magazine, which could explain why magazine launches are at a 10-year high.  Source:  Post & Parcel

Amazon’s Parachute Package – When it comes to drones, Amazon seems to have no shortage of ideas. In December, The Verge reported that Amazon filed a patent for a flying airship warehouse designed to expedite drone deliveries.  Although it may not be as wild as an airship, CNN reports that the US Patent and Trademark office granted Amazon a patent for a new method to deliver packages via drone: parachutes.  The parachute patent is the latest development in Amazon’s ongoing experimentations with Prime Air, which has included drones landing in order to deliver packages. Source:  The Verge