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MEMO TO MAILERS - FEBRUARY 2005(text)
UNITED STATES POSTAL SERVICE
VOLUME 40 NUMBER 2
FEBRUARY 2005

WHAT'S INSIDE
REPOSITIONABLE NOTES
USPS.COM
POSTAL PACKAGING
MERLIN
POSTAL NEWS BRIEFS

$ENDSATIONAL! THE POWER OF MAIL
Americans gave their stamp of approval to the mail delivered by the U.S. Postal Service in the “Value of Mail” research study. They truly value the mail they receive every day as a benefit of the universal service that keeps them connected to their friends, family, businesses and customers.

“The research shows the American people continue to see the great value of the mail,” says Nick Barranca, vice president of Product Development for the Postal Service. “Americans have given a solid endorsement of the marketing medium they have come to rely upon.”

The Value of Mail study was conducted last fall by Innomedia, a marketing consulting company, for the Postal Service. Based on a national sample of 1,500 households, it validates, updates and extends the findings of the Postal Service’s initial Mail Moment study that was introduced in late 2000.

“The Value of Mail research highlights the attitudes, perceptions and patterns of behavior that today’s consumers have about their mail,” according to Greg Whiteman, manager of Market Research for the Postal Service. The mailbox is becoming primarily a medium for connecting businesses with their customers and prospects. Consumers value the mail they receive because they view it as a reliable, personalized medium that keeps them informed and up-to-date on matters essential for leading their lives at home.

Here’s a snapshot of what the Value of Mail research study revealed about the relationship Americans have with one of their most valued communications vehicles — mail:

  • Ninety-eight percent of consumers bring mail into their home on the same day it’s delivered.
  • Three out of four consumers will start to use their mail at their first opportunity. And, almost all will sort their mail the day they receive it.
  • The value consumers place on mail stems from three kinds of Mail Moment jobs they perform (browsing new consumption, managing household operations and managing household money). Consumers indicated that this value cannot be replaced by performing these jobs via the Internet because it does not offer the same reliability, convenience or privacy.

These research findings come at a critical moment in time for the mailing industry, as there are significant growth opportunities for the advertising mail market segment. Media buying company Universal McCann recently forecast a healthy 9.6 percent rise in national direct mail advertising in 2005.

From the days of the Pony Express to the modern advances in shipping and delivery made possible through USPS.com and services such as Click-N-Ship, carrier pickup and Automated Postal Centers, consumers have come to value the moment they enjoy with their mail every day.

“Mail has never been easier, and today’s consumers are reaping the rewards of its reliability, and recognizing its inherent value in the role it plays in their daily lives,” says Barranca.

MESSAGES THAT STICK
Want your advertising message to stick with your customers long after your mailpiece is gone? Try Repositionable Notes (RPNs), 3-inch by 3-inch sticky notes on your letters, catalogs and magazines. They can leave a lasting impression and generate sales and repeat business.

The Postal Service Board of Governors approved a one-year test of RPNs, beginning April 3.

“Repositionable Notes are billboards for your mail,” says Nick Barranca, vice president of Product Development for the Postal Service. “They add value by highlighting important sale dates and information, contact telephone numbers and Internet addresses, coupons and other key points that companies want their customers to remember and act upon. But that’s just the beginning.”

RPNs “are easy to peel off and affix to calendars, telephones, computer monitors, refrigerators and other reference points — places advertisers only dreamed of being before,” says Barranca. “Repositionable Notes extend the lifespan of the message, creating a lasting opportunity to connect with a potential customer.”

RPNs do not affect the processing, handling and delivery of mail. They use a wide band of adhesive and must be applied by a machine that firmly secures the notes, so they don’t fall off during sorting and delivery. No changes to the normal handing processes are required.

“We believe Repositionable Notes add value to the mail,” says Stephen Kearney, vice president of USPS Pricing and Classification. “RPNs deliver on one of the four pricing principles we described in the Transformation Plan — ‘Prices should reflect the value that customers place on the product or service.’ The one-year test will let us find out how customers respond to these price points, and the information collected will help us determine whether to propose a permanent service.”

Customers who use RPNs report significant increases in response rates. First Charter Bank in North Carolina tested them on its Direct Mail to both existing customers and prospects, and both groups saw a 40 percent higher response rate.

Opera Colorado, a nonprofit opera company in Denver, used an RPN attached to a four-color postcard to promote its production of La Bohème. The targeted mailing generated a 3.3 percent response rate and brought in more than $123,000.

“The Repositionable Note gave our Direct Mail piece an extra edge and helped grab the attention of our customers,” said Rex Fuller, director of marketing for Opera Colorado.

For more examples of how businesses are using RPNs, go to http://www.usps.com/repositionablenotes/successstories.htm.

2005 NATIONAL POSTAL FORUM: STRIKING ALL THE RIGHT NOTES
The 2005 National Postal Forum (NPF) in Nashville, TN, is going to the top of the charts, according to organizers who cite the number of early registrations for the mailing industry’s premier event.

The transformed Forum — unveiled last fall in Washington — is still striking all the right notes, reports Forum executive director Mike Genick. “We’ve already received hundreds of registrations and our marketing is barely underway,” he says. “The new symposiums and workshop tracks, the Wednesday luncheon and the private concert with country star Sara Evans are all creating excitement.”

Part of that excitement, say organizers, is due to the value mailing professionals received at the 2004 event.

“My colleagues and I were at the Washington Forum and what we all came away with was a feeling that the knowledge shared with us would have an immediate and positive impact on our businesses,” said Bob O’Brien, vice president for postal and distribution policy at Time Customer Service, Inc., who serves as industry co-chair of the Mailers’ Technical Advisory Committee. “Because of that, everyone I know in the industry is planning to be in Nashville.”

The 2005 Forum will be held March 20 to 23 at Opryland, the world-renowned convention center and hotel complex in the nation’s Music City.

“This is the only Forum in 2005,” said Marty Emery, manager of Customer and Industry Marketing for the Postal Service, “and the level of interest we’ve been seeing makes it clear that no one in our industry thinks they can afford to miss the event. We’re all very excited.”

Online registration is available at the National Postal Forum’s website, www.npf.org.

USPS.COM: NEW PAGES, NEW TOOLS
Business or household? Whichever you are, the right mailing solutions are only a click away at USPS.com, the Post Office that never closes. The Postal Service website kicked off the new year with new pages and tools that make it even easier for customers to link to the information, products and services that best meet their unique needs.

USPS.com is one of the most popular websites around — more than 1.5 million people visit the website every day. And now it’s even more user friendly — and quick, easy and convenient.

Several navigation changes have been made in response to customer feedback.

The website has new pages that include tools specially tailored for business and household customers. Look for the links right under the red toolbar at the top of the page.

In addition, new Shipping Tools and Mailing Tools sections accessed from the home page and Business and Households areas link directly to tools to calculate or pay for postage, schedule pickups and track package deliveries. Whether customers are mailing or shipping for business or household, these pages provide a single point of entry for mail and package preparation.

“The more we deliver to our customers online, the easier it is for them to access USPS products and services, and the more cost effective it is for us to serve them,” says Acting Manager for USPS.com Patti Mason.

USPS.com will continue to evolve to meet customers’ needs.

We’re listening.

WHAT'S IN A NAME? VALUE AND BRAND LOYALTY
Few things are more important to a business than its identity. Marketing battles are won and lost over a company’s credibility with its customers. When you pledge first-rate service you better know how to back it up. From the product itself to its arrival at the customer’s door — the good name of your company is at stake.

The U.S. Postal Service offers you a way to keep both credibility and reliability intact. Its postal packaging program offers 65 different packaging products specially designed for use with Express Mail, Priority Mail and Global Delivery services at no additional cost.

Packaging items available include everything from corrugated containers and Tyvek and paperboard envelopes to a wide range of pressure sensitive labels and decals, all preprinted with the logo of the corresponding USPS service (Express Mail, Priority Mail or Global Delivery) making the package highly visible in the mailstream and the mail room. The colorful graphics and logo give businesses — large and small — an attractive and protective package to send their products.

Have it your way!
Choose packaging from these options:

Standard Packaging
By far the most popular choice for packages, the Standard Packaging supplies include envelopes, boxes, tubes, address or mailing labels, tape and stickers for Express Mail, Priority Mail and Global Delivery services. The Postal Service created Standard Packaging supplies to meet the needs of the majority of its customers. A select group of these Standard Packaging supplies is available through local Post Offices in small quantities. In addition, customers may order from the full selection directly through the Express Mail and Priority Mail Supply Center.

Specialized Packaging
Some customers may need the occasional special-sized box for their products that Standard Packaging can’t meet. For this purpose, 18 boxes of various sizes and four Tyvek envelopes are available to qualifying customers. These items are produced on demand and shipped directly to the customer.

Customized Packaging
For those qualifying customers having specific dimensional package needs beyond what Standard or Specialized Packaging offers, the Postal Service offers Customized Packaging. As with Standard and Specialized Packaging, Customized Packaging is available for Priority Mail as well as Express Mail and Global Delivery services.

Co-branded Packaging
Here’s where it gets interesting. Remember that company credibility we mentioned earlier? Where else can a company get essentially free brand imaging just for mailing its products to its customers? Not only has it provided a high-quality attractive and protective package for shipment but the business has allied itself with one of the largest companies in the world — the United States Postal Service. Pairing a company logo with that of the U.S. Postal Service is a powerful reminder to customers of a company’s commitment to quality and loyalty.

FROM ZERO TO BIG
When Zazzle.com opened its doors in late 2002, the Palo Alto, CA, company knew it was on to something with its unique user-to-user creative marketplace concept. The company offers its customers a variety of personalized products using digital printing for T-shirts and apparel. It also specializes in greeting cards, posters and prints.

Who did Zazzle.com turn to for delivery of its products? The U.S. Postal Service, of course.

“Priority Mail met our needs in both speed of delivery of our products and its competitive pricing,” says Matt Wilsey, marketing director at Zazzle.com. “The Postal Service team did a phenomenal job of working with us to get the job done.”

When it came to Zazzle’s packaging needs, the Postal Service worked closely with the company to develop a Priority Mail packaging program. Zazzle initially wanted its logo on the packaging, but it would have to grow its business to fit the criteria set by the Postal Service.

Grow, the company did.

Zazzle.com credits the Postal Service with helping the company increase its outgoing volume — Zazzle ships hundreds of Priority Mail packages each day. Co-branded Priority Mail tubes, three sizes of Tyvek envelopes and a customized big board envelope all keep Zazzle.com a loyal believer in the U.S. Postal Service.

“The Postal Service has been invaluable in helping us further our brand in the marketplace, protecting our product and giving us credibility with our customers,” says Wilsey. “Those are three important components to our business. People are blown away with the speed of Priority Mail, especially to the East Coast, which is a huge market for us. We have given the Postal Service our vote of confidence. We have turned away competitors because of the great service we get from the Postal Service with Priority Mail. Quite frankly, the packaging program has saved us money and made the difference between our going to the competition or staying with the Postal Service.”

And it doesn’t hurt that with Priority Mail, Zazzle gets weekend delivery to its customers — helping to put the “sizzle” in Zazzle.com’s growing business.

WANT TO KNOW MORE ABOUT MERLIN?
The Postal Service has launched a new, updated version of the MERLIN page on USPS.com. MERLIN — an acronym for Mail Evaluation Readability Lookup INstrument — is an acceptance tool used by Business Mail Entry Unit (BMEU) personnel to check the preparation of discount rate mailings.

“The updated MERLIN site is easy to use and contains more information to help our customers properly prepare their mailings,” says Pritha Mehra, manager of USPS Marketing Technology and Channel Management. “Mailings that are properly prepared prior to acceptance at the BMEU benefits both customers and the Postal Service.”

Features of the updated MERLIN site include:

  • Help for customers in designing their mailpieces and preparing quality mailings.
  • Details of the MERLIN verification process, such as what MERLIN does and what it analyzes.
  • Specifics of the MERLIN appeal process — how and where to file.
  • Resources and tools to use, such as how to find a mailpiece design analyst or locate a BMEU.
  • Explanation of the MERLIN reports — how to read them and what the data means.
  • Check out the updated MERLIN site at http://www.usps.com/merlin.

TWO NEW WEB TOOLS
Shopping, selling and shipping — all at one website — what could be more convenient? How about shopping, selling, shipping and arranging pickup?

The USPS Web Tools program makes it easy for businesses to integrate an assortment of Internet shipping tools on their websites. And now there are two new additions – carrier pickup and Express Mail service commitments.

Technically, these tools are called application program interfaces — or APIs. They keep customers on a website and provide them with an easy way to ship — and now pick up — with the Postal Service.

The carrier pickup Web Tool provides the ultimate convenience in sending packages. Submit a carrier pickup request online and the package will be picked up next day when mail is delivered by a letter carrier.

The new Express Mail tool allows customers to enter origin and destination ZIP Code information to get their domestic Express Mail service commitments, including drop-off times and facility types and locations.

Technical guides for the new tools are available at www.usps.com/webtools. The Internet Customer Care Center at 1-800-344-7779 also can answer questions.

GOT ZIP CODE? GET IT FROM USPS!
When you need a ZIP Code, reach for the real McCoy — an official, endorsed ZIP Code product from the United States Postal Service. We are the experts, so don’t get fooled by the imitations.

The Postal Service’s Publication 65, National Five Digit ZIP Code and Post Office Directory, has been replaced by the Address Information System (AIS) Viewer CD-ROM, which is available through the National Customer Support Center (NCSC) in Memphis. Mailers who previously relied on the hardcopy national ZIP Code directory can benefit greatly from this convenient and easy-to-use CD-ROM.

The AIS Viewer provides the same ZIP Code information that was available in the hard-copy directory, but with significant improvements, such as its quick lookup capability. It’s designed to retrieve, view and print hard copy reports on demand at a 5-digit ZIP Code level from one CD-ROM. The data is valid for 105 days from the product cycle date, providing a significant improvement in the date content, accuracy, and currency of all the information over the annual directory.

Make sure you get the official, endorsed ZIP Code product by contacting the NCSC at 1-800-238-3150 option 0, for information regarding the AIS Viewer CD-ROM.

INFO@USPS
SMALL BUSINESS TOOLS
Get new customers.
Meet customer demands.
Around town or around the world.
www.usps.com

SIMPLE FORMULAS
Use the mail to grow your business.
Order a Simple Formulas kit.
800-THE-USPS, ext. AD4433

SEND MAIL FROM YOUR PC
Send postcards, letters,
flyers, booklets or greeting cards.
www.usps.com/netpost

THE POSTAL STORE ONLINE
Open 24/7. Stamps.
Subscription services.
Digital scales.
www.usps.com/shop
SHIPPING INFORMATION
Express Mail, Priority Mail
and package support line.
800-222-1811

PRINT POSTAGE ONLINE
Your shipping label is just a Click-N-Ship away.
www.usps.com/clicknship

CARRIER PICKUP
From your home or office.
www.usps.com/pickup

QUESTIONS?
We have the answers.
Rates and mailing information.
ZIP Codes. Post Office location.
Much, much more.
800-ASK-USPS

POSTAL NEWS BRIEFS
WHAT A YEAR IT WAS!
Innovation, performance and a focus on service contributed to a record year for the United States Postal Service. Read all about it in the 2004 Annual Report, online at http://www.usps.com/history/anrpt04.

CARRIER PICKUP LAUDED AS INNOVATION
The Postal Service’s Carrier Pickup Online Notification service is one of only seven government projects to make it into the 2004 InfoWorld 100 list. Each year InfoWorld magazine recognizes 100 projects that “stretch beyond the typical off-the-shelf solution.”

Carrier pickup on USPS.com allows customers to schedule pickups by letter carriers up to 90 days in advance.

CANADA POST GUIDELINES
The United States Postal Service advises customers of the following guidelines for mail delivery into Canada, provided by the Canada Post Corporation:

Complete name and address of both the sender and the recipient — in English or French — are required on mail sent to Canada containing merchandise or articles subject to Customs control. Failure to comply with this requirement may result in the return of the items to the United States. A company name or a corporation name is acceptable as a sender name as part of a properly completed address.

Mailers must provide complete and detailed descriptions of contents on Customs Declaration forms which are to be affixed to the items mailed.

IT'S REVOLUTIONARY. AND JUST PLAIN COOL!
Color it unique and collectible. The U.S. Postal Service introduced a First Day Digital Color Postmark with the issuance of the Lunar New Year souvenir stamp sheet.

“This new product will do for traditional black and white first-day postmarks what color television has done for black and white TV, by adding vibrant color, clarity and definition previously unattainable,” explains David Failor, manager of Stamp Services for the Postal Service.

The First Day Digital Color Postmark is an official digital postmark bearing the first-day-of-issuance-date containing an image that relates to the stamp design with the words “FIRST DAY OF ISSUE.”

The First Day Digital Color Postmarks will be available for purchase with specific 2005 stamp issues.

These unique collectables are designed by the artist, or art director, who designed the stamp. First Day Digital Color Postmarks are available for $1.50 per cover, providing enhanced visual appeal over the traditional metal and rubber die cancels. NOTE: First Day Digital Color Postmarks are not available for customer-submitted covers.

While not available at Post Offices, the First Day Digital Color Postmark may be ordered online at The Postal Store at www.usps.com/shop, through the USA Philatelic catalog, by telephone at 1-800-STAMP 24 or via fax at 816-545-1212.

2005 Stamp Issues offering
First Day Digital Color Postmarks:
Lunar New Year Souvenir Sheet

  • Arthur Ashe
  • Jim Henson & Muppets
  • The Art of Disney: Celebrations
  • Spring Flowers
  • To Form a More Perfect Union
  • Henry Fonda
  • Rio Grande Blankets
  • Masterworks of Architecture
  • Greta Garbo
  • Constellations
  • Advances in Aviation
  • Latino Dance
  • Holiday Cookies
  • Love Bouquet
  • Sporty Cars of the 50s

FYI
Can we make mailing any easier? USPS customers are happy with the rollout of 2,500 Automated Postal Centers (APCs ) in Post Offices nationwide. The self-service kiosks handle 80 percent of window transactions and are accessible 24/7 in most locations. Customers can weigh and calculate postage for packages up to 70 pounds and send them via Express Mail, Priority Mail, First-Class Mail and Parcel Post services. The APC accepts credit and debit cards.

_________________________________

MEMO TO MAILERS
Volume 40 Number 2

Ilze Sella
Editorial Services

Frank Papandrea
Art Director

David Ostroff
Designer

Betty Shelton
Purchasing Specialist

Azeezaly S. Jaffer
Vice President, Public Affairs and Communications

John E. Potter
Postmaster General and CEO

Memo to Mailers
is published by U.S. Postal Service
Public Affairs and Communications.
USPS eagle symbol and logotype are
registered marks of the
United States Postal Service.

© 1966 United States Postal Service. The following are among the many trademarks owned by the United States Postal Service: USPS®, U.S. Postal Service®, United States Postal Service®, Postal Service™, Post Office™, Priority Mail®, Express Mail®, Standard Mail™, First-Class Mail®, Registered Mail™, Certified Mail™, Delivery Confirmation™, Signature Confirmation™, ZIP Code™, Click-N-Ship®, NetPost® and The Postal Store®. This list is not a comprehensive list of all Postal Service marks.

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MEMO TO MAILERS
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memo to mailers
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