MailPro – Misguided Marketing – aka, You Can’t Make This Stuff Up

with 5 comments

From the Editors Note, inside front cover of the MailPro News for Mailing Professionals Sept/Oct 2013 issue (formerly) mailed by the USPS:

Reinventing MailPro

In our business, timely delivery is crucial. That goes for the information we provide our customers as well as the letters and packages we deliver for you.

When MailPro was launched more than six years ago, a bimonthly publication was a good fit at the time. The pace of change in the mailing industry — and in the world of communications — has speeded up a bit since then, hasn’t it?

It’s time for a fresh approach.

Beginning in November, MailPro will transition to an all-digital edition. This issue will be the last in its current format. Many of you already read MailPro online but you’ll need to bookmark a new name and address — Information will be updated regularly and be available when, where and how you need it — at home or office, via smartphone, tablet or desktop computer.

via MailPro – Volume 7 Number 3 September/October 2013.

Um, wha-a-a-a-a-at?  Seriously?

Let me get this straight.  USPS has an informational mailing for Mailing Professionals.  They mail it Presorted First-Class Mail using G-10 Permit.  Apparently, First-Class mail is TOO SLOW to get information out in a timely manner, so the USPS (an institution claiming they are dying because of electronic diversion) decides to jump on the electronic diversion bandwagon and STOP USING THE MAIL to communicate?  That’s a real positive motivator for mailing service providers to get out there and sell direct mail as a communications vehicle.

My guess is that the USPS is making this move to avoid the ridiculous proposed Exigency rate adjustments.  Adjustments that will drive far more mail out of the mailstream besides just the USPS’ own mail.  CPI increases are to be expected and budgeted for.  Exigency is going to drive mail out, that will never come back.

Hopefully nobody currently in direct mail will follow in the USPS’ short-sighted footsteps…

Written by Lisa.Bowes

October 22nd, 2013 at 12:02 pm

Posted in USPS

5 Responses to 'MailPro – Misguided Marketing – aka, You Can’t Make This Stuff Up'

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  1. What happened to the USPS pitch about the value of multi-channel communication? It seems this would be a perfect opportunity to continue producing the hardcopy while increasing the value of the publication by adding links and references to expanded material that is available online.

    I know the USPS has done this kind of thing with Deliver Magazine. But the audience for MailPro is probably different from the people that read Deliver. Personal experience with how a piece of physical mail combined with digital content enhances a customer relationship could encourage MailPro readers to introduce such strategies to their own organizations.

    Mike Porter

    23 Oct 13 at 12:06 pm

  2. What a terrible decision to stop mailing printed copies of MailPro and only offer a digital edition. First they kill Deliver Magazine, another fine USPS publication and now they kill the printed edition of Mailpro. For those of us that support mailing printed material through the USPS, what exactly is their message? I can just hear my bosses telling me that if the USPS sends all their publications digitally, why are we still delivering ESPN The Magazine though the mail?

    Dennis Farley

    23 Oct 13 at 12:34 pm

  3. The usps does not pay itself to deliver its own mail. They are simply stopping introducing mail that needs processed at first class service standards that hasn’t been paid for by an outside source to a clientele that will simply discard it then get the information online at their convenience. Its just the postal service adjusting to new technology and focusing on what will really bring in revenue.


    23 Oct 13 at 9:59 pm

  4. The USPS does not need to mail MailPro First Class, it could be mailed Standard Class.

    I’m a representative of the “clientele”, a “mailing professional” – as listed in the banner of the publication – MailPro News for Mailing Professionals. I can only speak for myself, I read every word, and I keep the hard copies for future reference. As a mailing professional, I recognize the value of ink on paper. I may be old, but I am still flexible enough to appreciate both the printed word and the world wide web.
    Apparently you missed an earlier commenter, who remarked that the USPS could have used this as part of a multi-channel marketing effort. As a matter of fact, the USPS has several incentive programs that “…will build upon previous promotions and continue our strategy to encourage mailers to integrate direct mail with mobile technology.” Using MailPro as one of the components of a marketing strategy to integrate direct mail, setting an example for everyone else, seems like it would be far better plan than switching to “MailPro Digital”. MailPro Digital is akin to serving Dunkin Donuts coffee to a meeting of Starbucks executives.
    Lastly, 20% of American households have no Internet access. Mail matters!


    23 Oct 13 at 10:35 pm

  5. So their solution was discontinuing it completely. Outstanding.

    Dave Meyers

    26 Aug 15 at 1:01 pm

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