CUSTOMIZED MARKETMAIL

When a Krispy Kreme doughnut could fit through a mail slot, marketers took notice. When the U.S. Capitol, cowboy boots, puppies and even motorcycles followed suit, advertising took on an entirely new dimension. Literally.

Now those same marketers and businesses can send those creative Customized MarketMail (CMM) pieces at much lower postage prices.

On May 14, the surcharges that had accompanied non-rectangular pieces were dropped and CMM was placed in the Not Flat-Machinable category. As a result, CMM postage rates decreased by 24 percent to 46 cents for each Standard Mail regular CMM mailpiece and by 30 percent to 33.4 cents for each Standard Mail Nonprofit CMM mailpiece.

CMM allowed Krispy Kreme doughnuts to send a mailpiece that looks like a doughnut through the mail. Advertisers can match the shape of their mailpiece to look like their products or create eye-catching new forms with CMM — without the need for an envelope.

“CMM is a great way for advertisers to
really stand out in the mail. It lets businesses think outside the envelope,” said Nick Barranca, vice president of Product Development for the Postal Service.

CMM requires special handling by the Postal Service and must be drop-shipped to the delivery unit by the mailer. The cost of production is another factor advertisers must consider when looking at CMM. The new reduced postage prices make CMM a more cost-effective option for advertisers.

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