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Marketers Giving Mail A Fresh Look, Says Postmaster General

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WASHINGTON, March 17, 2014 /PRNewswire-USNewswire/ — In a keynote speech at the National Postal Forum–the annual mailing industry trade show–Patrick R. Donahoe, Postmaster General and Chief Executive Officer of the Postal Service, today described a changing attitude of marketers toward the role of direct mail as a means of attracting and retaining customers.

“We’re seeing mail being used in some tremendous new ways–especially as part of integrated marketing campaigns,” said the Postmaster General. “All of this is leading to a reappraisal of the role of mail in the marketing mix–and we’re starting to see the beginnings of that reappraisal.”

Providing perspective on the changing media landscape and the use of new technologies to improve the effectiveness of mail for both senders and receivers, the Postmaster General and other senior postal leaders discussed trends in the use of mail and efforts by the Postal Service to spur growth in the mailing industry.

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Magazines, Newspapers Brace for Exigent Postal Rate Hike

Magazines, newspapers and direct marketers are girding for the possibility that the U.S. Postal Service will pass an exigent rate increase on top of the annual postal rate that is capped by the consumer price index.

The increase, made possible by a 2006 law that gives the postal service the option to raise rates in case of extreme circumstances like a terrorist attack, could be as high as 10 percent across the board.

It couldn’t come at a worse time for the media and marketing industries that depend on mail service.

Read more: Magazines, Newspapers Brace for Exigent Postal Rate Hike | Adweek.

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Neopost and DMA Produce Guide to Successful Direct Mail

DMA-GuideNeopost, a leading solutions provider in the postal and related digital communications industry, has produced ‘A Practical Guide to Creating Effective Direct Mail Campaigns’ in conjunction with the Direct Marketing Association (DMA), to help businesses get more from their direct marketing budgets. The Guide contains useful tips on everything from creative and copy to data and offer strategies. It also covers the critical planning stage which is crucial to the success of any campaign.

The Guide details why many direct mail campaigns fail to hit the mark because of bad planning and targeting. Yet statistics prove that if all component parts of a campaign function properly together, direct mail is an effective marketing strategy, with 97 per cent of customers expressing a preference for direct mail to email, and 80 per cent of recipients admitting they open direct mail pieces. The Guide provides valuable insights in how to achieve success.

The Direct Marketing Association is the leading trade body for the direct marketing industry. The wealth of knowledge within the DMA is now available to readers of the Guide. The DMA website provides details to many of the creative agencies and designers that can help develop the creative material for mailings.

The Direct Marketing Association is the leading trade body for the direct marketing industry. The wealth of knowledge within the DMA is now available to readers of the Guide. The DMA website provides details to many of the creative agencies and designers that can help develop the creative material for mailings.

Commenting on the Guide, Phil Winfield, Head of Communications for Neopost stated, “We know that all businesses are looking for cost-effective methods of generating new business from existing and new customers and direct mail is a proven method of achieving that objective. This Guide gives business customers an overview of what needs to be considered when preparing direct mail campaigns. It will help whether you are looking to target 100 or 100000 customers and prospects.”

To receive a free copy of the free guide visit www.neopost.co.uk/dmaguide.

 

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Quad/Graphics and USPS Redefine the Digital Mail Experience

SAN FRANCISCO, March 19, 2013 /PRNewswire-USNewswire/ — Quad/Graphics, a leading global printer and media channel integrator, was recognized by the U.S. Postal Service this week for excellence in driving technology innovation and supporting growth for the mailing industry. Postmaster General and Chief Executive Officer, Patrick R. Donahoe presented the inaugural Partnership for Growth award to Quad/Graphics at the annual National Postal Forum. Read More

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USPS opens registration for direct mail promotions

From USPS News Link:

Doing business with USPS has become an even better deal thanks to new promotions targeting direct mailers.

With the Direct Mail Mobile Coupon/Click-to-Call promotion, business customers receive an upfront 2 percent postage discount when they integrate mobile coupons or click-to-call technologies into their direct mail campaigns.

“Direct mail coupons that can be redeemed on a mobile device are a great way to get consumers to interact with brands and drive business results,” said New Products and Innovation VP Gary Reblin. “It’s the perfect combination for customer acquisition and retention.”

Click-to-call is a Web-based communication tool that allows consumers to make a phone call by clicking a button, opening images or text on websites, or enabling use of other Internet-connected icons such as 2-D barcodes.

Registration now is open for the Direct Mail Mobile Coupon/Click-to-Call promotion, which runs March 1-April 30, 2013.

A second promotion, Earned Value Reply Mail, provides First-Class Mail business customers with a 2-cent credit for returned reply pieces that can be used to pay for postage on future mailings.

Registration also is now open for this promotion, which runs April 1-June 30, 2013.

More information on both promotions is available on usps.com.