Marketers Giving Mail A Fresh Look, Says Postmaster General


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.

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


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. Continue reading

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

MediaPost Publications Brands Tweak Ad Campaigns As USPS Ceases Saturday Delivery

Marketers expect quirky idiosyncrasies in multichannel brand campaigns to produce the most disruption to strategies as a result of the U.S. Postal Service stopping Saturday mail delivery starting in August.

"The real issue is whether not having a Saturday delivery matters to consumers," said Robert Passikoff, founder of Brand Keys, a research consultancy specializing in predictive consumer behavior and engagement metrics. "There’s already an issue of whether the motto of neither snow nor rain or gloom of night has a real impact on direct mail outreach."

Read more: MediaPost Publications Brands Tweak Ad Campaigns As U.S. Post Office Ceases Saturday Delivery 02/08/2013.

Valassis: Report Indicates Marketers Continue Steady use of Coupons

LIVONIA, Mich., Jan. 24, 2013 /PRNewswire/ — Valassis (NYSE: VCI), a leader in intelligent media delivery,released today the annual topline report of U.S. coupon trends prepared by its subsidiary, NCH Marketing Services Inc., providing retailers and marketers with redemption response insights for manufacturer coupons that are offered to consumers. The findings include that consumer packaged goods (CPG) manufacturers issued a steady flow of coupons in 2012, distributing 305 billion coupons to consumers, the same quantity as the year prior, although the marketing objectives were substantially different for those coupons.

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USPS wants to test “guaranteed” direct mail

The USPS last week filed a request with the Postal Regulatory Commission for approval to test a guaranteed direct mail product, the “Mail Works Guarantee.” The program would offer companies that don’t already use direct mail a money back guarantee if their test marketing campaigns don’t produce results:

The United States Postal Service hereby gives notice that it intends to conduct a test of an experimental market-dominant product. The experimental product is the “Mail Works Guarantee.” The top advertisers in America represent $90 Billion in total expenditures for media advertising. The USPS share is currently 3.1% or about $3 Billion annually which represents a huge revenue potential for the Postal Service. Thus, this new product will be offered to a group of companies who spend a minimum of $250 Million annually on advertising as identified by Advertising Age magazine and for whom mail is not currently a large part of their advertising mix (postage is less than 0.36 percent of the company’s total spending on advertising). These companies will be offered a postage-back guarantee to test advertisements for their products through First-Class Mail and Standard Mail. The market test will begin on or shortly after May 16, 2011.

During the Mail Works Guarantee market test, 16 initial companies will be offered a postage-back guarantee to test the effectiveness of advertisements for their products using First-Class Mail and Standard Mail.

For each selected mailer, a set of unique metrics will be developed jointly with the Postal Service against which to evaluate the performance of a test Direct Mail campaign. For example, a retail company’s Direct Mail offer could be designed to increase store traffic, an e-commerce company’s offer could be designed to drive Web traffic, or a product goods company’s offer could be designed to promote increasing sales of a specific product. The threshold for determining success will be an agreed-upon percentage of increase in the uniquely established metric. Each participating mailer will be expected to mail a minimum of 500,000 pieces up to a maximum of 1 million pieces of First-Class Mail or Standard Mail. The Postal Service will provide assistance in developing the Direct Mail campaigns during the market test, as well as in the benchmarking and measuring the test metric.

If the Direct Mail campaign fails to meet the established metrics, as verified by a Postal Service representative, the Postal Service would only refund the postage paid during the market test, up to a total of $250,000, issued as a credit to the company’s Centralized Account Payment System account. Production and printing costs for the Direct Mail campaign would not be refundable.

Depending on the results of the test, the Postal Service may file a request with the Commission for approval to offer the Mail Works Guarantee to additional companies under the market test.

RR Donnelley buys 8touches, provider of online marketing tools

CHICAGO, Jan. 4, 2011 (GLOBE NEWSWIRE) — R. R. Donnelley & Sons Company (Nasdaq:RRD) announced today that it has acquired 8touches, an online provider of easy-to-use tools that allow real estate sales associates, brokers, Multiple Listing Service (MLS) associations and other marketers to create customized communications materials such as direct mail, flyers and brochures.

8touches’ branded online resources provide access to more than 1,000 customized templates into which profiles, MLS data and pictures for selected listings can auto-populate. The comprehensive toolset also offers sophisticated mapping features, the ability to obtain surrounding address information and access to demographics that enhance targeted direct mailings.

“This acquisition expands our portfolio of proprietary Internet-based solutions,” stated Thomas J. Quinlan III, RR Donnelley’s Chief Executive Officer. “8touches brings to RR Donnelley a proven solution that will benefit from our larger scale in software development and distribution. It will also accelerate our ability to create targeted applications for additional industries and vertical segments.”

8touches’ templates are available for residential, farm and ranch, commercial and new construction real estate marketing programs.

“Integrating 8touches’ front end Internet services with our exceptional digital printing and fulfillment platform will enable us to offer even more efficient and responsive service. For customers, our national and international platform reduces cycle times to enable marketers to gain first-mover advantages,” added Quinlan.

More information about 8touches products and services is available at