New Advertising Product is the “Shape of Things to Come”

The Postal Service announces the launch on August 10 of Customized MarketMail™, a new advertising mail product that will give business mailers more creativity in mailpiece design and achieve high impact in the mailbox.

“In the battle for audience attention, Customized MarketMail (CMM) will allow business mailers to differentiate their products in the mailstream,” said Nick Barranca, Vice President of Product Development for the Postal Service. “Within certain size, weight, and thickness limitations, Customized MarketMail can be virtually any shape and design that the mailer desires. CMM will let advertisers put their creativity to work, designing their mail pieces to deliver high impact, to demand attention, and generate greater response rates.”

“Just think of the possibilities,” said Steve Kearney, Vice President of Pricing and Classification. “Mail pieces shaped like cars, shoes, computers, pizzas — popping up in customer mailboxes, announcing new products, targeting and empowering mailer messages, and driving customer buying habits.”

As its name implies, Customized MarketMail must be prepared and mailed in special ways. Business mailers must have or obtain a Standard Mail permit, send a minimum of 200 pieces per mailing, but not necessarily per destinating delivery unit, and dropship or deliver them to the ultimate destination facilities for handling. The postage rates for these distinctive mail pieces will be 57.4 cents for Regular Standard Mail, and 46 cents for Nonprofit Standard Mail. Sending individual pieces or depositing them in mail or collection boxes is not permitted.

“Customized MarketMail is an exciting new development in an industry that welcomes innovation,” said H. Robert Wientzen, President and CEO of the Direct Marketing Association. “Business mailers are always interested in new creative applications of mail, so the industry is going to welcome this new technique.” There is no doubt that CMM is the shape of things to come.

Frequently Asked Questions (FAQs) Customized MarketMail

What is CMM?

Customized MarketMail (CMM) is a new type of Standard Mail that, within certain broad requirements, can take virtually any design and shape a business mailer desires. It allows business mailers to send distinctive, unusually shaped advertising pieces to their customers, thereby differentiating their product in the mailbox and in the mind of the consumer. CMM takes effect August 10.

How does it work?

Business mailers must have or obtain a Standard Mail permit. They must send a minimum of 200 pieces per mailing, but not necessarily per destinating delivery unit, and dropship them or bring them to the ultimate destination facility. As a result, post offices can expect to receive some CMM pieces by Priority Mail® or Express Mail® marked, “Open and Distribute.” The postage rates for these distinctive mail pieces are 57.4 cents for Regular Standard Mail, and 46 cents for Nonprofit Standard Mail. Mailing individual pieces or depositing them in mail or collection boxes is not permitted.

What are the size limitations?

CMM pieces may be as large as 12 inches high by 15 inches long by 3/4 inch thick. And they may be as small as 3-1/2 inches high, 5 inches long, and .007 inch thick. They can weigh up to 3.3 ounces. For the safety of the recipients and postal employees, pieces should not have sharp or pointed edges. The Postal Service encourages mailers to provide designs to their local postal acceptance units for review prior to production.

Why the special handling requirements?

Dropshipping or delivering the pieces to the destination delivery unit (DDU) is necessary because the irregular shapes and sizes of the pieces cannot be handled by automated equipment. They must bypass these operations.

Who do you expect to use CMM?

A number of prominent printers, advertising agencies, and business mailers have indicated their interest in CMM, noting that the pieces have the potential to open up a world of design creativity that can help differentiate their merchandise and services in the marketplace. We expect the primary users to be companies with prestige brands, top-of-the-line technology products, and other high-end merchandise. However, for some local retailers, such as pizza franchises and dry cleaners, it may make business sense, too. One thing is for sure — CMM pieces will stand out in the mailbox. Starting August 10, you will see new creativity and excitement in the mail.

What if consumers want to mail CMM?

The presence of CMM in the mail may lead some to believe incorrectly that oddly shaped single piece items such as novelty postcards are now mailable without envelopes. They are not. It is important for consumers to understand that these pieces cannot be mailed by individuals or dropped in a mailbox for processing and delivery without putting them in envelopes and applying First-Class Mail® postage.

How should letter carriers handle the pieces?

CMM pieces can range in size from 3-1/2 by 5 inches and .007 inch thick to 12 inches by 15 inches, and up to 3/4 inch thick. That gives a lot of flexibility to the creators, so we want letter carriers to use their best judgment on handling. Depending on the size, letter carriers may work them as letters, flats or parcels, whichever makes the most sense. In any event, CMM pieces should be left at the residence, even if they do not fit in the mailbox. There is no forwarding or return to sender. The pieces should not be held for pickup. If they are returned to the delivery office as undeliverable, they should be disposed of in accordance with local handling procedures.

What should acceptance clerks look for?

Acceptance clerks should check the size, weight, and thickness dimensions. The piece does not have to be uniformly thick, so long as no part of it measures more than 3/4-inch. There are to be no sharp edges. We want to make sure that the recipients and our employees are not injured by the unusually shaped pieces. Make sure they carry a CMM rate marking consistent with the rules in DMM M012, as well as the carrier release endorsement, “Carrier—Leave If No Response.” Standard Mail content restrictions apply, and no detached address labels are permitted.

How does the mailer show postage payment?

The CMM mailer has the option of using a permit imprint indicia, postage meter imprint, or precanceled stamps. Regular adhesive stamps are not permitted. Each piece must show not only “Presorted Standard” or “PRSRT STD” but also the marking ‘CUSTOMIZED MARKETMAIL” (or the approved abbreviations “CUST MKTMAIL” or “CMM”). Nonprofit Standard Mail must show “Nonprofit Organization” (or “Nonprofit Org.” or “Nonprofit”) instead of “Presorted Standard” or “PRSRT STD.” The standards and placement of applicable markings and endorsements will follow existing requirements for Standard Mail pieces under DMM M012.

How does the mailer address CMM?

CMM pieces must bear the exceptional address format or the occupant address format. The exceptional address format uses both a recipient’s name and the alternative, either “Current Occupant” or “Current Resident,” followed by a complete delivery address, city, state, and ZIP Code™ or ZIP+4 code™. The occupant address format does not use an actual recipient’s name but only the designation “Occupant,” “Householder” or “Resident,” followed by a complete delivery address, city, state, and ZIP Code or ZIP+4 code. The simplified addressing format, which shows no delivery address, is not permitted.

We encourage mailers to bring the designs of their CMM pieces to our acceptance units for review prior to production. This will save everyone time and trouble, and in some cases the need for and cost of reprinting.