Posted by Daniel on Nov 11, 2009 in
Innovation,
Post Office Issues Last week I was in my Direct Marketing Class at IDC Herzliya and our lecture focused on direct mail. After living with a direct mail company out of my house for the past 10 years, I realized that my knowledge of the issue was a little bit greater than most of my classmates. As my teacher is going through her lecture about the advantages and application of direct mail one of my roommates from Germany asked “Why is direct mail allowed when they have already banned telemarketing.” The teacher did not know how to respond except for saying, “I have never thought about it.” In between games of Tetris, I raised my hand and said “the Post Office is dependant on direct mail in order to survive. If they cancelled direct mail than the Post Office as we knew it would disappear.” The teacher than said in Israel, the Israeli Post Office actually loses money on direct mail and they are able to make a profit in several different other areas like money exchange and as a place to pay bills. I recently had to go to the Post Office here in Israel and they were trying to sell me a product for a car.
The Israeli Post Office has moved to a point where they are able to make money from several different areas except for the typical mail. A country that prides itself on bueracracy has actually turned the corner and made what is a struggling sector in the US, to one that is generating a profit in Israel.
Tags: Israel
I have been searching for a niche to target that needs a lot of direct mail and needs it quickly. As I was driving around on Monday, I realized the answer was shopping centers!
I’ve done mailings for mailing shopping centers and other retail stores in the past, including one of the local UPS Stores.
I treated myself as a direct mail client. First I researched the list and played with numbers. Do I want local? A region? By ZIP code? I finally settled on area codes and picked North Carolina — 919, 336, 252, 910 — and Myrtle Beach, 843, which seems to be most of South Carolina. Total of 510 names.
I wrote a letter and then gave it to my designer, Sharon Dean, who did a fantastic job of making it into a flyer.
Ran the envelopes twice through the machine so I could put a message in red, inserted and mailed them. Had it to the post office within 2 hours of starting. Since it’s very time sensitive, used first class postage.
Even put the information on my website!
Now waiting for some calls…Even one new customer would pay for the promotion. If it doesn’t work, didn’t cost me all that much.
Tags: competitive advantage, Direct mail marketing, increasing sales
There were two recent stories in the National Media about the Post Office. One was Andy Rooney’s comments on 60 minutes and the Diane Rehm show on NPR.
Andy Rooney waxed nostalgic about the post office and receiving letters. Diane Rehm interviewed the Postmaster General, Jack Potter.
It amazed me a bit to see how different people think of the post office. Jack Potter described the very serious condition of the Post Office, especially the debt for worker’s retirement. However, most of the call in questions were about local delivery problems or specific issues dealing with a certain post office.
Direct mail is my business. I want to make sure the Post Office survives. I think it’s one of those institutions that’s too big to fail — but what do I know?
I resent having to stand in line behind customers with one or two letters to mail while I have checks that probably total more than they will ever spend in a lifetime. My business is the lifeblood of the post office. I mail approximately a million pieces a year — and I am a small mailer. However, my business has remained steady in this economy. I wish the Post Office would help us mailers find new customers — but that’s why I have invested so heavily in search engine optimization.
I wish Andy Rooney and Diane Rehm were clients — or at least their organizations.
I just did a job of National Change of Address processing for a new client from Texas! Here is what she wrote:
Steve is my knight in shining armor. When no one else would tackle my project Steve was able to do it. He saved me hours and hours of work and was able to complete my project in a phenomenally short time and keep me on schedule. All of that, at a very reasonable price. In addition he was also extremely helpful in giving me money and time saving tips on my mailing. He went above and beyond excellent customer service and I would highly recommend him.
Debbie Pankey, CRS, GRI
RE/MAX Town & Country
210 Central Expressway South, Ste. 89
Allen, TX 75013
It’s a nice feeling to have customers appreciate my service. That is one of the big advantages of having my own business. And I must be doing something right, since my business is paying the bills.
Posted by Steve on Jan 29, 2009 in
Post Office Issues I am just reading the news that the Post Office is considering deliverying only 5 days a week. I am not sure how that will impact my direct mail business.
I am having issues with the mail getting delivered on a timely basis. If I know that my postcards won’t be delivered on Saturday, I can adjust to that. I have yet to see any definitive statistics on what day is best to receive mail. I can’t believe they are considering dropping Tuesday.
As someone who deals with the Post Office on a daily basis, I am amazed that anything gets delivered. I spend over 6 figures a year on postage — far more than most people will spend in a lifetime. Advertising mail is vital to the post office — and they should be helping me get more customers instead of trying to make my life difficult.
Posted by Steve on Dec 26, 2008 in
Post Office Issues The more I know about the Post Office, the more I am amazed at how anything gets delivered correctly.
There are so many “moving parts” to get your letter delivered — from reading the address, to getting the letter to the postal carrier, to putting it in the correct mailbox six times a week.
The Post Office is like any business that needs to find new ways to cut costs while handling an increased workload.
The yearly price increases, which now happen every May, is only a small part of the puzzle.
A huge change took place in November when the Post Office started requiring bulk mailers to verify addresses with National Change of Addressing processing. This is to help eliminate Undeliverable As Addressed mail.
There’s a new barcode in town. The Intelligent Mail Barcode will allow the post office to track every bit of mail going through the system. In addition to giving the address as the current Postnet barcode, the IMB will also contain mailer information and more.
Flats — large envelopes, magazines, newspapers — will need to be completely redesigned before March. The Post Office is putting in new equipment that will require the address to go in the upper right hand corner of the mailing piece. Currently, the address can go almost anywhere. Flats will be need to be redesigned to be vertical instead of the current horizontal.
All in all, dealing with the post office is enough to make anyone want to ”Go Postal.”
Posted by Steve on Dec 22, 2008 in
Post Office Issues There has been some news of the “Mailman Steve” who buried advertising mail in his backyard for many years.
He has been portrayed as a “hero” by the media and gathered a lot of attention. I wrothe the following letter that was printed in the Raleigh News & Observer.
Hardly a hero
Published: Sat, Nov. 22, 2008 12:30AM
Regarding your Nov. 20 article “Mailman gets probation — and accolades”: I take strong exception to your coverage of mailman Steven Padgett and his stealing of advertising mail.
Advertising mail is one of the most cost-effective ways for businesses to reach customers. No other medium allows the precise targeting that an effective direct-mail campaign offers at an affordable price.
People receiving the mail have the option of accepting the offer or throwing it away. What gave Padgett the right to decide what is good for people on his route?
I pay the Post Office to deliver mail I send. My clients pay me to get their pieces printed and mailed — and they expect results. Padgett’s actions essentially robbed my clients of any opportunity to get their messages delivered.
The Post Office relies on advertising mail to maintain its operations. Direct mail is to the U.S. Post Office what commercials are to radio and TV and advertisements to the newspaper. Without direct mail, the cost of a first-class stamp would be astronomical and hundreds of thousands of people would be unemployed.
Padgett should not be awarded any accolades for his failure to deliver the service he was obligated to perform.
Steven Rosenberg
MarketPlace-Mail.com, Raleigh
I was hoping the local Postal Customer Council would write a letter, but, as a post office organization, they cannot take positions on an issue.
Reading the trade press, there is considerable worrying about a “Do Not Mail” list. I think if people knew the huge negative impact of such a law, it would quickly disappear. I have contacted the Direct Marketing Association and printed their material about the impact of direct in North Carolina on my website.