Looking for a little marketing tool that can make a big impact on your advertising campaign? Consider Repositionable Notes (RPNs), "sticky notes" that can be placed on the outside of cards, letters, catalogs, magazines and newspapers.
The Postal Service Governors accepted the recommendation of the Postal Regulatory Commission to extend the test on RPNs for one year. The Postal Service will further test market demand and interest at the current price of ½ cent per piece for First-Class Mail and 1½ cents per piece for Periodicals and Standard Mail plus the cost of postage.
RPNs have been described as "billboards for a business' mail" because of their unique look and the fact that RPNs can be removed from a mailpiece and placed on computers, refrigerators, calendars or telephones. These 3-inch by 3-inch paper advertising messages leave a lasting impression and generate sales and repeat business for companies. RPNs deliver sales even after the campaign has ended since recipients keep them in visible locations.
Business owners, advertising agencies and marketing professionals use RPNs to add power and impact to their direct mail pieces. RPNs help position mail as an innovative medium that can be the cornerstone of a marketing mix.
Customers who have used RPNs report significant increases in response rates and revenue. Since the service was expanded in April 2005, more than 1,500 customers have used RPNs on more than 9,500 mailings, and almost 262 million pieces of mail.
• Fingerhut, the first national customer to use RPNs on catalogs, mailed 200,000 catalogs to customers with half the catalogs containing an RPN with one message and the other half using an RPN with a different message. One of the RPNs achieved five times the response of the other one, highlighting a great feature of RPNs - you can test different messages on different mailpieces to see which one is the most effective.
• ESPN The Magazine tested RPNs as a less expensive way to achieve differentiation in the mailbox instead of the cover wraps they had traditionally used. Plus, ESPN The Magazine valued the greater creative flexibility provided by RPNs. The offer encouraged recipients to sign up for the digital version of the magazine and new registrations continued to come in weeks after the offer was sent.
Want to learn more about how RPNs can speak volumes for your business? Go to
usps.com/repositionablenotes.
REMINDER FOR PERIODICALS MAILERS
New mailing standards and prices for all Periodicals mail were implemented July 15. A complete summary of the Periodicals changes, as well as corresponding Domestic Mail Manual (DMM) changes, were published in the June 7 and June 21 issues of Postal Bulletin. These new standards are now incorporated into the DMM on Postal Explorer at pe.usps.com. Mailers with questions, or requiring assistance, should contact the Post Office where they enter their mailings.
New Periodicals rates appear on page 4 of this issue of MailPro, as well as on page 10 of Notice 123, Ratefold, and a list of frequently asked questions can be found at usps.com/ratecase. All Periodicals mailings must be reported using the July 2007 edition of PS Form 3541, Postage Statement - Periodicals: One Issue or One Edition (or approved facsimile). The new statement, as well as instructions for completion also can be found at usps.com/ratecase; click postage statements.
If you enter mailings at Post Offices supported by PostalOne!, you can take advantage of this system's ability to submit domestic postage statements using a secure Internet connection. All you need is an Internet connection and a logon ID. The system offers different features for mail owners as well as mailing agents. For additional information, go to
usps.com/postalone and click New Customers - Apply for a PostalOne! account.
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