PCC Insider logo

February 2013


2013 MAIL PROMOTIONS UNDERWAY Marketing Strategies

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

Link to Story

 

 

 

USPS SETS NEW DELIVERY SCHEDULE

The Postal Service has announced plans to transition during the week of Aug. 5 to a new delivery schedule that includes package delivery Monday through Saturday and mail delivery Monday through Friday.

Link to story

 

 

 

DIRECT MAIL GOES MOBILE WITH USPS APP Mobile

USPS is testing a new mobile app that will help marketers completely rethink what’s possible with traditional direct mail.

Link to story

 

 

 

 

EVERY DOOR DIRECT - RETAIL EASIER TO USE Laptop with USPS.com in the browser window

USPS has added an online mapping tool and credit card payment option to Every Door Direct Mail - Retail.

Link to story

 

 

 

VEGLIANTE, VOGEL TO RETIRE; MISKANIC NAMED VP, SECURE DIGITAL SOLUTIONS

Tony Vegliante, Chief Human Resources Officer; and Paul Vogel, president, Digital Solutions Group

Tony Vegliante, Chief Human Resources Officer; and Paul Vogel, president, Digital Solutions Group —will both be retiring from the Postal Service this year.

Link to story

 

 

 

PCC REACHES OUT TO MAILERS

Customers recently braved snowy roads in Virginia Beach, VA, for a Hampton Roads Postal Customer Council workshop.

Link to story

 

 

 

 

BEST PCC PRACTICES — HUNGRY FOR INFORMATION PCC Northeast Florida Postal Customer Council

The Northeast Florida PCC increased membership by more than 20 percent over the previous year thanks to some innovative best practices.

Link to story

 

 

 

 




2013 MAIL PROMOTIONS UNDERWAY

Incorporating mobile communications technology such as QR codes, augmented reality, image recognition and digital watermarks with mail pieces is helping direct mail marketers give consumers unique experiences.

They’re also providing companies with effective ways to reach the mobile marketplace — and USPS is helping marketers do just that.

Marketers who sign up for the Postal Service’s Direct Mail Mobile Coupon/Click-to-Call promotion, launched in January, can enjoy an upfront 2-percent postage discount by integrating mobile coupons with direct mail.

Another way for marketers to participate in the promotion is to incorporate click-to-call technology with direct mail. This Web-based communication tool allows a person to make a phone call by clicking a button, image or text initiated by links to websites or through other Internet-connected icons, such as 2-D barcodes.

The Direct Mail Mobile Coupon/Click-to-Call promotion will run March 1-April 30, 2013. Registration is open through April 30, 2013.

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

This promotion will run April 1-June 30, 2013. Registration is open through March 31, 2013.

For more information or to register for either promotion, visit https://ribbs.usps.gov/index.cfm?page=mobilebarcode.

Return to top

USPS SETS NEW DELIVERY SCHEDULE

USPS will transition during the week of Aug. 5 to a new delivery schedule of package delivery Monday through Saturday and mail delivery Monday through Friday.

The Postal Service expects cost savings of approximately $2 billion annually once the plan is fully implemented.

“USPS is advancing an important new approach to delivery that reflects the strong growth of our package business and responds to the financial realities resulting from America’s changing mailing habits,” said PMG Pat Donahoe. “We developed this approach by working with our customers to understand their delivery needs and by identifying creative ways to generate significant cost savings.”

Once implemented, mail will be delivered to street addresses Monday through Friday, with packages delivered six days per week. PO Box mail also will be delivered on Saturdays, and Post Offices currently open on Saturdays will remain open on Saturdays. Express Mail, delivered seven days per week, will not be affected.

“Our customers see strong value in the national delivery platform we provide,” said Donahoe. “Maintaining a six-day delivery schedule for packages is an important part of that platform.”

Market research conducted by the Postal Service and major news outlets indicates that support for switching to five-day mail delivery as a way to reduce costs is supported by a range of 70 percent to 80 percent of those surveyed.

USPS made the announcement more than six months in advance of starting the new delivery schedule to give customers time to plan. Specific guidance for customers about the new delivery schedule will be published soon.

Return to top

DIRECT MAIL GOES MOBILE WITH USPS APP

USPS is testing a new mobile app that utilizes augmented reality technology.

When a customer views a direct mail piece through the app on a mobile device, smartphone or tablet, the image triggers electronically superimposed interactive content on the mail piece.

The combination adds new dimensions to traditional direct mail pieces. The mail piece becomes a digital launchpad that leads customers to more content and various offers. Similar apps read QR codes that link to websites or specific product information.

The app, developed by Aurasma, a company that specializes in creating augmented reality applications, is designed to allow customers to view products from all angles or interact with 3D-embedded videos and animations.

Return to top

EVERY DOOR DIRECT - RETAIL EASIER TO USE

USPS has added an online mapping tool and credit card payment option to its Every Door Direct Mail - Retail service that small businesses can use to reach customers in their own neighborhoods.

The online mapping tool is a start-to-finish guide to Every Door Direct Mail for business customers. It helps them select specific neighborhoods, cities or ZIP codes that they want to target. For added convenience, postage payments now can be made online or at a Post Office with a credit card.

Launched in 2011, Every Door Direct Mail - Retail eliminates the need for a mailing list or a postage permit. The updated service now includes an improved search capability and gives business customers the option to create mailings up to 30 days in advance of the mailing date.

“We learned a lot since the service launched about how to make the product better,” said New Products and Innovation VP Gary Reblin. “But most of all, we learned how much small businesses would use a product that was affordable and easy to use.”

Reblin said at 16 cents per piece, Every Door Direct Mail - Retail is a cost-effective way to place coupons, menus and promotional calendars into the hands of potential customers. “Local businesses have seen as much as ten to twenty, and in some cases, 30 percent response rates on their Every Door Direct Mail - Retail campaigns,” he said.

Return to top

VEGLIANTE, VOGEL TO COMPLETE USPS CAREERS
MISKANIC NAMED VP, SECURE DIGITAL SOLUTIONS

Tony Vegliante, Chief Human Resources Officer; and Paul Vogel, president, Digital Solutions Group — two USPS executives with nearly eight decades of experience between them — will both be retiring from the Postal Service this year.

Randy Miskanic has been appointed to the new position of Vice President, Secure Digital Solutions. Miskanic, currently deputy chief inspector of the U.S. Postal Inspection Service, will build on progress established by the Digital Solutions Group, and align the Postal Service’s innovation strategy with customer demand for secure digital communications and experiences.

Return to top

PCC REACHES OUT TO MAILERS

Customers braved snowy roads in Virginia Beach, VA, to participate in a workshop hosted by the Hampton Roads Postal Customer Council (HRPCC), where USPS Business Alliance Manager Steven Booker offered a presentation on 2013 promotions and incentives for mailers.

Booker’s presentation began with the Picture Permit promotion which allows the use of a customer’s picture permit indicia, increasing a mail piece’s impact as a marketing tool. When he talked about the “Mail Moment” — the few minutes a day when mail is actually held and viewed by customers — he got quite a reaction from his largely female audience. “They were really surprised when I told them the research shows there is a CEO of the mail in 90 percent of households, and that 80 percent of those CEOs are women,” said Booker. “They related to that on a business and personal level.”

Business Development Specialist and PCC member Sebrina Brown introduced the program and Norfolk Bulk Mail Technician Pam Ells-Johnson answered questions about 2013 price changes.

Booker reported interest in Earned Value Reply Mail, designed to encourage mailers to use First-Class Mail as a primary reply mechanism, Attendees also showed interest in the Emerging Technologies promotion, designed to educate mailers about innovative technologies that can be integrated with direct mail.

Return to top

BEST PCC PRACTICES
HUNGRY FOR INFORMATION

In 2013, PCC Insider will highlight some of the best practices PCCs nationwide use to help their members’ businesses grow and keep up with the changing market. The Northeast Florida PCC is featured in this issue — the third featured best practice in this new series.

The Northeast Florida PCC was struggling with attendance at its workshops; communications and education. Board members wanted to rejuvenate the PCC in a fun, exciting way.

To promote its workshops the Board began using QR codes on all its mailings, making it more convenient for members to register for events at the PCC’s website. To entice more people to attend, the PCC offered a breakfast special — one free breakfast with the purchase of seven meals.

At its National PCC Day event in September 2012, the Northeast Florida group provided free lunches to attendees. In November, the group launched a campaign to increase membership.

To improve the quality of its educational offerings, the PCC encouraged its corporate and gold members to sponsor events, eliminating speaker costs and providing an inside perspective on developments in the mailing industry.

The effort paid off. Membership has increased by 20 percent over the previous year. Members are more engaged and their attendance is more consistent. Visits to the Northeast Florida PCC website have increased and comments from members indicate they’re pleased with the focus on education.

Return to top


Did you Know:Direct mail is one of the largest ad. channels for U.S. bus.

 

KEEPING POSTED

Mar. 17–20, 2013 National Postal Forum, Moscone Center West, San Francisco, CA
Sept. 16–20, 2013 PCC Week 2013

INFO@USPS

YOUR LINKS TO MAILING RESOURCES

U.S. Postal Service: usps.com
National PCC Network: usps.com/pcc
RIBBS: ribbs.usps.gov
Questions? Comments? Send an email to pccinsider@usps.gov
Sign up for PCC Insider at usps.com/pcc, select “PCC Insider Registration”
PCC Insider online archives
PCC Management Insights online archives