Marketing Mail

without comments

From a USPS Industry Alert.  See my comments below the alert.

USPS Marketing Mail™ (Standard Mail®) Markings and Labels Update

The Postal Service™ published a DMM Advisory on Friday, June 30, 2017, and Friday, July 7, 2017 providing updates about the rebranding of Standard Mail® as USPS Marketing Mail™. The update stated the Postal Service continues to work with the industry on a timeline for implementation for the required use of new postage markings, permit imprint indicia, and sack, tray, and pallet labels. As information, this messaging applies to all USPS Marketing Mail shapes.

The Domestic Mail Manual and Quick Service Guides in the applicable preparation sections were updated. Additionally, customers were advised that they should not convert to the USPS Marketing Mail markings until a date is announced.” No changes will be implemented prior to January 2019.

The USPS continues to receive requests to test the new name and to convert to the new markings since the new name appeals to many customers. If you are interested in testing, please respond to this Advisory with your name and contact information. Testing data will assist all customers as we move forward with implementation. In the meantime, we continue to request that customers do not transition to the new markings until we publish the final details through a DMM Advisory and Industry Alert.

For general questions on marketing mail or information on participating in testing please email, ProductClassification@usps.gov.

——————————————–
USPS wants to be considered a business.  However, real businesses (at least the profitable ones) do not  implement, confuse, and then test a concept.  The name change from Standard mail to Marketing Mail brings nothing but confusion to all.   Is the name change going to “grow mail”?  No.  But it is going to cost industry, USPS, and ultimately ratepayers (from an organization constantly bemoaning their financial difficulties).  It also hurts the Postal Service’s reputation with savvy marketers, who are aghast at a “plan” of half-implement, then test to see if it is even a viable concept – as USPS continues to talk about final implementation when testing is incomplete at best.  Preliminary testing has indicated a drop in response rates.  Lower response rates is not going to grow the mail.

Last but not least, when these communications state postal is “working with industry”, what that equates to is that industry expresses concerns, backed up with facts, then USPS listens, and then chooses to move forward, regardless.  Putting info in the Domestic Mail Manual that isn’t to be implemented until 2019 at the earliest was a mistake.  I’m assuming that is why the messaging keeps coming out, because of the confusion caused by the DMM.  It’s not exactly making mail easier for the marketers that the USPS is claiming to be trying to reach.      

Written by Lisa.Bowes

September 14th, 2017 at 8:59 am

Posted in USPS

Leave a Reply