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The Bike Is in the Mail
A New Standard Mail classification change filed with the Postal Rate Commission would expand direct marketers’ creative options by allowing the mailing of unusually shaped pieces
The proposal for a Customized MarketMail™ (CMM) classification change would enable postal customers to mail nonrectangular, attention-getting direct mail pieces ¼ inch thick or less, under controlled conditions. Currently, these items cannot be mailed at all.
This simple adjustment to the shape restrictions in Standard Mail would allow more innovative mailings. Standard Mail is the class of mail that is most often used by advertisers.
The Customized MarketMail proposal requires mail entry at destination delivery units (DDUs) so that the mail bypasses mail processing and automation. CMM would be subject to the minimum volume requirements for presorted Standard Mail, but there would be no minimum quantity required for drop-shipment to an individual DDU. The price of the new option is proposed to be the Regular or Nonprofit Standard Mail basic tier rates (whichever is applicable), plus the existing surcharge for residual shapes.
Customized MarketMail as proposed would be a new direct mail option that complements, but does not change, existing options for advertisers and direct marketers. The filing takes advantage of the Postal Service’s ability to propose minor changes to the classification schedule.
As outlined in the Transformation Plan, the Postal Service seeks to offer new features for existing products that leverage its core competencies.
“With CMM, mail would become an even more valuable advertising tool than before, and within defined standards, will be limited only by the creativity of the direct marketer,” Chief Marketing Officer Anita Bizzotto said. CMM represents the ongoing drive by USPS to meet the evolving needs of the direct marketing industry, providing new products and services that give them the ability to mail creative and unusual shapes and designs.
More details of the CMM proposal and filing can be found on the Postal Rate Commission’s website, www.prc.gov.
