Key Notes – Volume 04 Number 17

Direct Marketing Still Works in an Electronic World – There’s no denying that the world has dramatically shifted toward electronic communication, so many people wonder if direct marketing still works.  The answer is a resounding yes, mainly because direct mail has an 80 percent-plus open rate!  Google, the world’s most popular search engine, regularly uses snail mail marketing to promote coupons for its AdWords programs and other services. Credit unions are also finding that direct snail mail marketing is helping them grow their loan portfolios, including mortgages and home equity loans, as the real estate market continues to gain positive traction. To be successful, your direct marketing campaign should enable a high degree of variability to service end consumer recipients with information that is highly relevant and personalized to their needs, ultimately leading to an improved customer experience.  Source:  CUInsight

Pre-Registration Pricing Ends Today!! – National Postal Forum early registration discounts are ending Friday, April 28th.  Save by registering today.  For an in-depth description of workshops, executive sessions, and networking events, view our 2017 Promotional Catalog.  For a comprehensive listing of 2017’s record number of exhibiting vendors, please visit our online Virtual Exhibit Hall.  For a listing of over 130 workshops and events, please take a look at our current session matrix.  Attendance is tracking higher for our Baltimore Forum than it has in over a decade and there are only a very limited number of hotel rooms remaining.  Book your room through the NPF website and take advantage of the $150 hotel discount off a FULL REGISTRATION before the offer expires.  Visit the NPF website today to register for the 2017 National Postal Forum in Baltimore, MD while there is still time to save!

How Direct Mail Out Performs Digital Channels – Direct mail response rates have flourished, compared to their online counterparts, and it’s time marketers take action.  Some might be surprised to know that direct mail remains a popular and effective marketing channel in 2017, despite living in an age of smart phones and touch screen computers.  According to the Direct Mail Association (DMA), response rates took quite the jump in 2016 with a 5.3% response rate to house lists and 2.9% to prospect lists.  These are the highest levels the DMA has seen since 2003.  To put it in perspective, in 2015 the rates were 3.7% and 1.0% respectively.  Direct mail may not reign supreme over all forms of marketing, but it still remains a very effective marketing channel. Source:  Feed Front

Impact of Chaffetz announcement to Postal Legislation – Jason Chaffetz, Chairman of the House Committee on Oversight and Government Reform, has announced his plans to retire from Congress no later than the end of his term.  Chaffetz, Representative from Utah has been a key leader in Postal Reform Legislation.  The impact of his announcement on reform is unknown. Will it expedite it forward or will it cause it to stall out?  Here is Ken Garner’s, Executive Vice President of Idealliance take on the situation. “If Chaffetz continues to serve through the end of his term it provides sufficient time to move HR 756 to passage in the House and movement to the Senate.  But, we don’t yet know what the impact will be of his impact as a “lame duck” chairman.  And, we don’t know how his decision will impact his critical negotiations with the Chairman of the House Ways & Means Committee.”  Source:  Farrington

PRC Issues Report on USPS Performance – The Postal Regulatory Commission (Commission) issued its analysis of the U. S. Postal Service (USPS) fiscal year (FY) 2016 Annual Performance Report and fiscal year 2017 Performance Plan.  The Commission finds that the Postal Service partially met the Deliver High-Quality Services performance goal in FY 2016 and also partially met the Provide Excellent Customer Experiences performance goal in FY 2016.  Here’s a link to the report in PDF format.  Source:  eCommerce Bytes

Is the paper industry getting greener? – According to Gary M. Scott, Professor at State University of New York, pulp and paper companies often are accused of cutting down trees to make paper.  However, 39 percent of the fiber used for papermaking comes from recycled paper.  Most of the remaining wood is obtained either through forest thinning (removing slow-growing or defective trees) or from lumber milling residues – materials that otherwise would go unused.  Read other interesting facts here.  Source:  The Conversation