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


DMA tells members “Your Business is Being Threatened” by USPS exigent rate case

The Direct Marketing Association has sent the following letter to its members:

Dear DMA Member,

Your Business is Being Threatened.

On Monday, the United States Postal Service (USPS) told the Postal Regulatory Commission (PRC) that it will pursue its request for exigent – above inflation – postage increases. These increases would be above and beyond the already scheduled 2.1 percent increase set to take effect on January 22, 2012.

DMA believes that the future of the US Mail depends upon forward thinking. Rather than digging up the past, USPS should be looking forward and right-sizing its network, transportation, and employee complement. DMA immediately urged the PRC to reject the USPS’ plan, which relies upon old data and failed logic to support driving postage higher. This is not the time to drive more mail from the system.

On your behalf, DMA has already fought – and won – this battle once in 2010. Now we’re gearing up to win it for you once again. DMA successfully opposed the previous exigent case on the grounds that the circumstances didn’t warrant an exigent rate hike and that such a hike would in fact drive more mail out of the system at a time when USPS should be removing excess capacity.

Every step of the way, DMA has kept its members up to speed on the fast-moving postal debate. Our very own Direct from Washington e-newsletter delivers comprehensive information weekly. You have also had the opportunity to speak directly with postal policymakers through our “Postal Perspectives” Webinar Series, which focuses on the tough decisions and significant changes that must be made to improve the fiscal health of the USPS. These informal conversations with the policymakers at the center of the postal debate give you the opportunity to hear exactly what the experts are thinking about the future of USPS.

In addition to fighting rate increases at the PRC, DMA has been working hard to make sure that postal legislation in Congress safeguards the interests of all DMA members. We continue to work closely with key policymakers – on both sides of Capitol Hill, and both sides of the political aisle – and our efforts are really paying off.

  • Just yesterday afternoon, the Senate Homeland Security and Government Reform Committee voted to send the “21st Century Postal Service Act” to the Senate floor. When this bipartisan bill was introduced last week, it failed to properly protect catalog products from steep and immediate postage increases. DMA worked with key leaders in the Senate to create a provision that safeguards catalogs appropriately before the bill was passed out of the Committee.
  • DMA was also successful in fighting two proposed amendments that would have required USPS to create a national “Do Not Mail” program. Because of our efforts, these amendments were not even considered by the Committee.
  • We are also fighting to defend the lifeblood of nonprofit mailers. DMA was able to keep a harmful provision that would have slashed the nonprofit rate preference from being introduced in the Senate. We are also fighting hard to have a similar provision removed from legislation being considered in the House.

We are not resting on our laurels. Instead, we will take to Capitol Hill next week for a special DMA Postal Hill Day on November 17 in Washington, DC. A host of DMA catalogers and DMANF nonprofit mailers will join DMA’s Government Affairs team in meetings with senior Congressional staff leading the way on postal reform in Congress.

We encourage you to join the hundreds of DMA members that have already taken “DMAAction” to support our efforts in Washington. Visit our DMAAction website today to learn how you can tell Congress to safeguard the interests of the mailing community!


Linda Woolley

EVP, Washington Operations

Direct Marketing Association

DMA Applauds Introduction of ‘The 21st Century Postal Service Act of 2011’

November 2, 2011 — The Direct Marketing Association (DMA) applauds Senators Joe Lieberman (I-CT), Susan Collins (R-ME), Tom Carper (D-DE) and Scott Brown (R-MA) for introducing a bipartisan postal reform bill, “The 21st Century Postal Service Act of 2011” (Act) today.

The Postal Service (USPS) is in dire financial straits. It is imperative that the US Mail — a vital communications channel for the American public, the American economy, and DMA members — be placed on a solid financial footing and remain affordable to the American public and American businesses. The $1.1 trillion mailing industry and its over 8 million employees depend on it.

It is time for Congress to set aside differences and work on a bipartisan bill that can be signed by the President. Senators Lieberman, Collins, Carper, and Brown have taken a huge step in that direction.

This bipartisan bill tackles the difficult issues of USPS retiree health benefit prefunding, five-day delivery, door delivery, labor arbitration, and USPS down-sizing. We are pleased that the bill maintains nonprofit rate preferences and requires a study of underwater classes and products to determine how their costs are affected by USPS excess capacity.

DMA pledges to work closely with the Senate and the House of Representatives to bring to fruition a bipartisan bill that will ensure that USPS will remain a viable and affordable communications channel for the 21st Century.

via DMA Applauds Introduction of ‘The 21st Century Postal Service Act of 2011’.

DMA urges members to lobby Congress to throw out USPS union contracts

The Direct Marketing Association today sent a letter to its members urging them to call on Congress to allow the US Postal Service to renege on the contracts it has negotiated with its employees.

The only way to ensure that the Mail remains a viable marketing channel is for Congress to remove USPS’ shackles and let it operate as a real business. The Postmaster General has lots of ideas about how to put USPS on the right track while keeping the Mail affordable for your business. All he needs is the authority to make those changes.

The Postmaster General’s “ideas” include ignoring the no-layoff clause he agreed to just a few months ago, and eliminating federal health and pension benefits for postal workers.

Ironically, the DMA claims to be concerned about jobs, saying “This is not the time to lose American jobs.”

That concern apparently doesn’t extend to the jobs of postal workers.

Update: The DMA’s Jerry Cerasale posted the following comment in response to our story:

For full disclosure, I am a Senior Vice President at DMA. The article makes an incorrect conclusion. DMA did not call for the abrogation of union contracts. The DMA call to action says to “remove USPS’ shackles and let it operate as a real business. I don’t recall that real businesses can “throw out union contracts.”

With all due respect, I would point out that the letter the DMA asked its members to send to Congress says

The Postmaster General (PMG) has asked for authority to help him avoid insolvency for the USPS. He needs the tools that private sector CEOs have to control pension and health care costs their employees and retirees, and to eliminate excess capacity in mail processing plants, retail outlets and employee complement.

Congress should grant the PMG’s request. It is vital that the USPS eliminate its excess capacity because its customers – including my company – cannot afford to continue paying for that excess capacity in light of shrinking mail volume.

The PMG’s request was very specific: “Allow the Postal Service to establish its own health benefits program, Allow the Postal Service to administer its own retirement system, Give the Postal Service the ability to adjust the size of its workforce to match operational needs and the changing marketplace.”

All of those items are covered by provisions in the contracts the USPS has with its unions, including the APWU contract that is just a few months old. The PMG isn’t asking the unions to renogotiate the contracts- he’s asking Congress to throw them out. How can you say “Congress should grant the PMG’s request”, and then turn around and say you’re not calling for the abrogation of union contracts?

via DMA Urges Members to Take Action to Keep Mail Viable.

DMA Applauds Postal Service's New Cost-Cutting Proposals

NEW YORK, Aug. 12 — The Direct Marketing Association issued the following news release:

The Direct Marketing Association ( (DMA) applauds Postmaster General Patrick R. Donahoe for proposing new cost-cutting ideas for the US Postal Service (USPS) for Congress and the postal community to examine. To return to financial stability, the Postal Service has stated that it is seeking legislative changes to allow for network and workforce adjustments.

The Postal Service faces imminent insolvency due to declining mail volume. Insolvency of the USPS will harm the $1 trillion "mail" segment of our nation’s economy and the millions of jobs it supports. Mailers can no longer fund the excess capacity in the USPS network and its corresponding employee complement through postage. USPS must right-size its network to match the new reality of lower mail volume.

"Every effort to bring the postal service back from the brink of insolvency must be examined," said Jerry Cerasale, DMA’s senior vice president of government affairs. "We applaud the Postmaster General for expanding that dialogue."