Key Notes – Volume 04 Number 20

2018 Postage Picture Murky – The Alliance of Nonprofit Mailers outlined three mail factors that mailers need to take into account for next year.  First, next year’s CPI cap to be about 2 percent, double last year’s.  But you cannot count on any specific type of mail being at or even near the cap.  The rate announcement will probably come just before mid-October for a late January implementation.  Secondly, the House Oversight Committee re-introduced a bill this year that would permanently add 2.15 percent to all postage rates.  That’s a $30 billion net present value cost to mailers.  If Congress passes the bill this year, and the president signs it, USPS would most likely impose the increases immediately.  So, the average increase would go to about 4.15 percent.  And lastly, the PRC ten-year review of the pricing regulatory system set up in 2006 is a huge wildcard for 2018 and beyond.  The PRC says it will issue a proposed rule-making this fall and might complete it in the spring of 2018.  The USPS is advocating complete demolition of the external price cap on rates. They want to have maximum freedom to set rates, with only light, after-the-fact regulation.  Source:  Nonprofit Mailer Association

Marketers Prepare for USPS Informed Delivery Interactive Campaigns – Click here to learn more about the USPS Informed Delivery for business mailers.  Direct mailers can conduct an Informed Delivery campaign with full color, interactive content that accompanies the scanned mailpiece or representative image.  Addresses participating in the Informed Delivery notifications from the USPS can view all content in their daily digest email or on their dashboard.  Interactive content is meant to enhance the customer call to action and reinforce the business objective of the mailpiece. There is a handy guide and FAQ for interested mailers.  Source:  USPS

It’s Time for USPS to Give Entrepreneurs a Shot – Rick Geddes, a visiting scholar focusing on the U.S. postal system for the American Enterprise Institute (AEI), argues that lawmakers need to discuss changes to structure and regulation of the Postal Service so that it’s adapted to the new communications marketplace with email and instant messaging. “I think this is actually a good time to have that conversation,” says Geddes.  Geddes points to New Zealand as one nation that went the way of corporatization. “That helps to give the Postal Service a little bit more of a business orientation,” he adds.  Source:  One News Now

Ad Mail Is Still Winning in the Age of the Internet – Organizing the right customer data, buying the right materials, designing letters, printing out mailings, stuffing envelopes, and paying for postage … all of this seems like a lot of trouble for a company to go through.  Here are 4 reasons ad mail is still winning over the Internet:  1. Recipients Spend More Time with Every Piece of Mail They Get; 2. They’ll Often Consider Purchases or Visit Your Website; 3. Your Brand Will Get a Few Minutes of Guaranteed Exposure; 4. Marketers Plan On Sending Out More Direct Mail by 2020, Not Less.  Source:  Target Marketing

SFI Recognized by PEFC – The Sustainable Forestry Initiative (SFI) Fiber Sourcing Standard is now recognized by the Programme for the Endorsement of Forest Certification (PEFC) as a tool that meets PEFC requirements for the avoidance of controversial sources in the PEFC Chain of Custody standard.  “PEFC is pleased to support initiatives of its members that are unique and innovative such as the SFI Fiber Sourcing Standard, which provides an effective mechanism to demonstrate compliance with PEFC Chain of Custody requirements concerning controversial sources at a global level, while promoting the responsible procurement of wood fibre for SFI manufacturing facilities across the USA and Canada,” said Ben Gunneberg, CEO and Secretary General of PEFC International, in a PEFC blog.  Source:  SFI

Common Misconceptions about Postcard Marketing – Most of the laments we hear about direct mail – it costs more than digital, it’s the dinosaur of promotions, nobody reads it – tend to come from people who have never actually taken the time to experiment with postcard marketing.  Direct mail postcards are a highly targeted, easily measured, cost-effective way to individualize your communication with valued clients, and reach out to new prospects. And on top of all that, they’re fun to receive!  With the average person receiving more than 100 emails a day as of 2015, when was the last time you heard one of them gush over logging on and sifting through yet another digital onslaught?  Source:  B2C