usps | pcc | insider

May 19, 2009

SPECIAL EDITION

POWER OF THE MAIL

PRICING FLEXIBILITY, INCENTIVE PROGRAMS ENCOURAGE GROWTH

The Postal Service has one of the best shipping products — Priority Mail Flat Rate Boxes — and a new sales force to make USPS a great choice for mailers to reach and serve their customers.

Bob Bernstock, president, Mailing and Shipping Services; Martin Bernstein, director of transportation, JC Penney; Danny Jackson, senior manager of postal operations, Netflix; and Deputy Postmaster General and COO Pat Donahoe.
Bob Bernstock, president, Mailing and Shipping Services; Martin Bernstein, director of transportation, JC Penney; Danny Jackson, senior manager of postal operations, Netflix; and Deputy Postmaster General and COO Pat Donahoe.

That’s the message Deputy Postmaster General and Chief Operating Officer Pat Donahoe and Mailing and Shipping Services President Bob Bernstock had for attendees today at the National Postal Forum. They spoke at a general session that included customer panels moderated by postal executives and that featured customer success stories.

“Our ultimate success — and customer satisfaction — depends upon the level of our service,” Donahoe told mailing industry representatives. “Continued service excellence allows us to partner with you to help drive business growth in a down economy and, just as importantly, to make sure we are ready when the economy rebounds.”

Pricing flexibility, incentives and programs like the “Summer Sale” make mail a powerful tool, said Bernstock.

The Summer Sale, beginning in July, will provide a 30 percent incentive for qualifying Standard Mail customers mailing letters and flats. The offer is subject to review by the Postal Regulatory Commission for up to 45 days following May 1.

Bernstock noted that mail is targeted, tangible, affordable and flexible, allowing mailers to maintain the same household reach with any mix of mailings desired. In addition, he said, recent industry surveys show that during tough economic times more than 60 percent of mailers believe direct mail is highly effective in acquiring and retaining customers.

Customer Andressa Chapman, director of Marketing Communications for Wild Dunes Resort, shared her company’s mailing success. Last year, Wild Dunes mailed 45,000 postcards to previous guests and potential new guests. That campaign generated a 3,000 percent return on investment. This year, in conjunction with an integrated online and print campaign, the effort has produced a 3,500 percent return.

Another customer success highlighted during the session was Netflix, which mails about 2 million DVDs each day — exclusively with the Postal Service.

“We get tremendous support from USPS locally to deliver and return our movies within one day,” said Danny Jackson, senior manager of postal operations at Netflix. “We currently can reach more than 97 percent of our subscribers within one day from our 58 distribution centers, and we are experiencing close to, or above, 96 percent for both on-time delivery and return service.”

To help business mailers find the right postal products and services to help their business grow, USPS also has created a new sales group.

“Customers told us they wanted ‘one-stop shopping’ with the Postal Service, so we combined Sales, the business development teams and the Business Service Network to create that one central point of contact our customers asked for,” said Susan Plonkey, vice president, Sales.

POSTAL SERVICE HONORS ‘BEST IN CLASS’

CUSTOMERS RECOGNIZED FOR CONTRIBUTIONS TO MAILING INDUSTRY

At every NPF, the Postal Service gives special recognition to a select group of postal customers for their commitment to a successful business partnership with USPS and contributions to the continued success of the mailing industry.

The recipient of the Postal Service’s 2009 Partnership for Progress Award is Publishers Clearing House (PCH). As one of the true pioneers in the mailing industry, PCH has developed many of the innovations direct mailers use daily, including mail personalization. PCH perfected the art of making targeted offers based on customers’ prior purchases, as well as using sweepstakes to draw customers’ attention to those offers.

The Postal Service also gave special recognition at the NPF to customers who have contributed to the success of the mailing industry through innovation, collaboration and creative risk-taking.

Recipients of the Corporate Business Achievement Award are Medco, Consumer Cellular, Silpada Designs, Shopko, Women’s International Pharmacy, Alzheimer’s Association, Video Professor, Foot Locker, Ameristar Casinos Inc., Quad/Graphics Inc., FedEx SmartPost and Cummings Printing.

Honored with a Strategic Business Development Award are Bath Fitter, Comcast Cable, ULTA Salon, Cosmetics and Fragrance Inc., AARP, Luxottica Group, Charles Schwab and Co., CCS Medical, Heritage Auction Galleries and U.S. Bancorp.

The Creative Business Solutions Award goes to Hartford Financial Services Group, ING Direct, The Allstate Corp., Herff Jones Co., American Express, Wine County Gift Baskets, Asurion, Blockbuster Inc. and UnitedHealth Group.

INFO@USPS

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