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———  DIRECT MAIL  ———

Reasons Why Direct Mail Marketing Continues to Lead in a Digital World

There are so many choices of marketing channels now you may feel overwhelmed.  Each company should have a different mix that works best for them.  Many marketers have found that digital only marketing is not as effective for them as a mix that includes direct mail.  Direct mail is tangible. Your customers and prospects can touch it, manipulate it and save it for later.  They can even pass the information provided in a direct mail piece to their family or friends.  You can add special coatings and folds to really give people something to touch.  Direct mail is far more persuasive than digital media. Its motivation response is 20% higher even more so if it appeals to more senses beyond touch.  Read more at Eye/Comm

The Role of Direct Mail in Nonprofits

Nonprofits that rely on grants or government contracts may find themselves restricted in how that money is allocated, not allowing them to create cash reserves in case of financial hardship.  By launching a new direct mail program those nonprofits can establish a private philanthropy donor base, thereby creating a new revenue stream with less restrictions, allowing for more flexibility in times of financial crisis.  Planned giving is another vehicle for strengthening the financial position of a nonprofit and direct mail has substantial impact there as well.  Since 2014, the Make-A-Wish Foundation has seen their planned giving revenue increase from $2 million to $6 million.  Read more at Production Solutions

What Is Triggered Direct Mail?

While triggered direct mail has been around for some time now, the evolution of it is making direct mail smarter.  With the right data interpretation and consumer privacy guidelines, the matching of those visiting a website or clicking on relevant emails to their postal address brings intent data to life, and direct marketers can reach out with an individualized approach to their content and offer. This provides the consumer the best experience possible in their journey to making a purchase, while still protecting the anonymity of website visitors.  What a concept!  Leveraging the clues that online visitors are leaving behind with their intent to purchase a product and making a timely and relevant connection with them via Direct Mail. Isn’t evolution incredible?  Read more at Navistone

Measure Your Effectiveness on Direct Mail

Direct mail has been around for a long time and the fact that some marketers still rely on this established channel could be a testament to its effectiveness. et, as insights into digital marketing grow and marketing is on the hook to deliver hard ROI metrics, many professionals struggle to justify direct mail’s high cost.  This is why leading marketers utilize modern technology to treat direct mail the same way they would any other digital channel.  They secure budgets through clear measurements and optimizations of traditional marketing to see if response rates are higher than other channels.  Read more at Marchex

———  POSTAL ———

A Look at an Industry Built on Workshare

Workshare discounts promote economic efficiency because the private sector can perform certain activities far more efficiently and at less cost than the USPS can.  Just taking one of many documented regulatory oversight procedures looking at workshare, the Postal Regulatory Commission (PRC) in 1999 employed four economists to look at workshare, and they said if workshare were ended, the USPS would have to add 187,000 employees to perform the same activities being done by the private sector through workshare.  Workshare comes in several flavors – the main ones being presort (sorting mail in ZIP Code or delivery sequence prior to entering it with the USPS); barcoding (applying Intelligent Mail barcodes on mail pieces); and drop-ship (transporting mail closer to its final destination).  Read more at Mailing Systems Technology

First Scratch-and-Sniff Stamps Evoke a Sweet Summer Scent

The U.S. Postal Service’s first scratch-and-sniff stamps will add the sweet scent of summer to letters of love, friendship, party invitations and other mailings when the Postal Service introduces the Frozen Treats Forever stamps June 20 in Austin, TX.  The stamps feature illustrations of frosty, colorful, icy pops on a stick.  Today, Americans love cool, refreshing ice pops on a hot summer day. The tasty, sweet confections come in a variety of shapes and flavors.  Read more at USPS

Green and Secure: Does It Meet the New Move Update Requirements?

When the Postal Service first announced its new Green and Secure program, it was described as a new alternative method to meet the Move Update standard.  However, this inadvertently caused confusion, as the Green and Secure program is a subset of ACS and does not alleviate a mailer from meeting the Move Update requirements.  As with other Move Update methods, the Postal Service’s expectation is that Green and Secure participants will update their mailing addresses within 95 days of mailing.  The USPS has proposed this program, but please note the final rule has not been published.  Read more at BCC Software


America Doesn’t Have Enough Truckers

Shipping costs have skyrocketed in the United States in 2018, one of the clearest signs yet of a strong economy that might be starting to overheat. Higher transportation costs are beginning to cause prices of anything that spends time on a truck to rise. Amazon, for example, just implemented a 20 percent hike for its Prime program that delivers goods to customers in two days, and General Mills, the maker of Cheerios and Betty Crocker, said prices of some of its cereals and snacks are going up because of an “unprecedented” rise in freight costs. Tyson Foods, a large meat seller, and John Deere, a farm and construction equipment, also recently announced they will increase prices, blaming higher shipping costs.  Read more at Washington Post

Truck Industry Leader Blames ‘Economic Dysfunction’ for Shortage

According to the American Trucking Associations, the industry was short more than 36,000 drivers in 2016.  It estimated the number could surpass 63,000 in 2018, and 174,000 in 2026.  The trade group attributes the driver shortage, in part, to a lack of qualified applicants that lack the desired experience or qualifications.  Todd Spencer, the owner-operator of Independent Drivers Association, said it’s an issue largely unique to large public companies looking to cut costs.  Private companies and less-than-truckload shipping — the transportation of relatively small freight — are mostly unaffected by the shortage, he said.  Read more at FOX Business 

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