Trends in Print and Mail

* Actually, it’s an extra 1.5 ounces!

At the 2016 National Postal Forum in Nashville, Postmaster General (PMG) Megan Brennan announced that the US Postal Service (USPS) would file to expand the weight allowances for commercial, presorted First-Class letter mail. For some time, mailers have been able to add a second ounce to this weight category at no additional charge. In Nashville, PMG Brennan stated that the USPS would increase the weight limit to 3 ounces. Well – she more than delivered – as the 2017 rates include letter-sized, automation mail up to 3.5 ounces.

This is a great opportunity for mailers. This weight increase means savings of between $0.25 and $0.37 per piece for many mailers. Additional pages, heavier stock, more inserts – the opportunities are substantial. What should mailers do?

To start – print and mail operations managers should schedule meetings with the marketing and sales departments of their companies to explain the new rate structure. Print/Mail service providers should be setting up similar briefings with their customers. For example, additional inserts in bills, notices and statements are an easy method of increasing the value of the mail.

But that’s just the beginning. Mailers should reconsider the design of every mailpiece and exploit the prospective ways to take advantage of this rule change. Are there flat pieces that can be redesigned as 6 x 9 letter mail? The savings would be substantial. As a reminder, commercial, automation letter mail must meet the physical standards set in the Domestic Mail Manual, specifically Section 201.1.1.1:

Machinable letter-size mail is:

This week, we’ll celebrate Thanksgiving – a time to pause and reflect on our good fortune and prosperity. And while decorations have been up in some stores for weeks, it also marks the “official” start to the holiday season. For individuals and businesses, it means it’s time to start finalizing plans for shipping packages that we want to arrive by December 24th.

Our country has service members stationed all over the world – South America, Europe. Africa, Asia – and of course, the Middle East. The U.S. Postal Service (USPS) and the Military Post Office worked together to develop a schedule that takes into account the logistics and other conditions impacting delivery times. To ensure timely delivery to a service member, use the following dates.



While most of us will use First-Class Mail or Priority Mail, there are other options included in the chart.

On Monday, November 14, 2016, the US Postal Service (USPS) sent out their first assessments of Full-Service Mail Quality Metrics over an established threshold (based on October 2016 data on the Mailer Scorecard). It may look similar to a bill for postage due, because no matter how the USPS spins it, that’s what the assessments are. If you “remove the Full-Service Discount” for a mailing that took place in the past, you’re asking for postage that wasn’t paid at the time of mailing.

Sounds like a bill. Looks like a bill. It’s a bill.

Semantics aside – did your mail service provide (MSP) or presort vendor receive an assessment? Did they receive an assessment on mail they processed for your company? Do they plan on passing the assessment on to your company?

The USPS sends the assessment to whoever submitted the e-documentation that accompanied the mailing. In most cases, this is the MSP or the presort vendor. The recipient has 10 business days to challenge the assessment. One option is to refer the USPS to the vendor’s client, as identified by the Customer Registration ID (CRID). Or the vendor could pay the assessment, and bill the client separately.

As a reminder, the assessments are calculated under 4 categories:

On Tuesday, November 1, 2016, the Mailers’ Technical Advisory Committee (MTAC) held their open session at the US Postal Service (USPS) Headquarters in Washington, DC. This session is a great opportunity to hear from USPS senior officials on upcoming priorities and programs. Just as important, mailers can ask direct questions – and usually receive direct answers – from those same officials.

Leading off was Postmaster General (PMG) Megan Brennan. PMG Brennan’s tenure in office has been marked by a renewed focus on the business customer. In her remarks, Brennan reinforced this message and explained that as “structure follows strategy”, the USPS has implemented changes at the executive level.

Deputy PMG Ron Stroman will continue to oversee Government Relations, Sustainability and Office of the Judicial Officer. Stroman also will lead international efforts that involve public policy and oversee International Postal Affairs. Jim Cochrane, who has been the Chief Marketing and Sales Officer, will now become the Chief Customer and Marketing Officer.

Mr. Cochrane has implemented several changes in his organization. Most notably, Cliff Rucker, formerly the Sales Vice President, has become the Sales and Customer Relations Senior Vice President. He will continue to oversee Sales, and also now be responsible for the Business Service Network and Customer Care Centers. Steve Monteith, the Executive Director of Product Management for mailing products and shipping services, is now the Marketing Vice President.

This isn’t rearranging deck chairs on the Titanic or change for the sake of change. This is aligning responsibility for the customer within one organization, with a consistent, direct line to Mr. Cochrane, and from there to PMG Brennan. This is good for business mailers, and good for USPS employees. Because, in his words, Cochrane understands that the mission hasn’t changed – grow the business.

In his briefing, Cliff Rucker went over the issues with customer service and the USPS call centers. He didn’t shy from sharing that the current organization is broken. Customers aren’t sure who to contact, USPS representatives are wasting too much time on issues like tracking shipments and equipment, and the wait time is too long for people who call. Rucker explained his plan for proactive outreach, dedicated account management and improved inbound communication.

Sharon Owens, Vice President, Pricing and Costing, reviewed the highlights of the proposed 2017 postal rate changes. While most of the changes are either minor or positive for mailers, there are some significant adjustments in Standard Flats pricing. There was a concern raised about the branding transformation of “Standard Mail” to “Marketing Mail”. Specifically, many pieces mailed at the Standard rate aren’t marketing pieces, and a new indicia could create confusion for the recipients.

Mr. Cochrane stepped back into the conversation to handle this question. He made it clear that mailers will not be required to use the word “Marketing” in their permit imprints. The USPS understands that any changes must add value - not detract value - from the mailpiece. Going further, he stated that as the service type is in the Intelligent Mail Barcode, it isn't as important to have the class of mail appear in the permit. This represents an opportunity to review what information should be required in the permit imprint. Expect more soon.

This display of leadership should encourage business mailers. First, Cochrane took responsibility for the question and didn’t deflect or dodge the problem. Second, the answer shows that USPS leadership are listening. I’m sure that this wasn’t the first time the issue with using the word “Marketing” on business mail was raised. While continuing to move forward with branding changes, the USPS is recognizing the valid concerns of their customers. And developing answers that may improve service for all mailers.

On December 8, 2016, the term of the one remaining appointed member of the Board of Governors, James Bilbray, expires. When asked about this, PMG Brennan said that she was confident that the Senate would confirm President Obama’s nominees when they return after the elections. She also expressed optimism around the legislative reform bill currently in the House of Representatives.

An important job of a leader is to encourage positivity – especially in the face of challenges.

The full presentations from these speakers, as well as the rest of the afternoon, will be posted on the RIBBS Industry Outreach page in the coming weeks. The next MTAC meeting is scheduled for February 28 - March 2, 2017. If you can make it to Washington, DC, it’s worth the trip.

PS – The meeting ended with a special presentation by the National Association of College and University Mail Services (NACUMS). The past president of NACUMS, Richard Boudrero of Utah State University, presented the John P. Wargo Industry Partnership Award to Ernie Harris of the USPS. Any mailing industry veteran will agree that this is a well-deserved recognition. Mr. Harris has been a tireless supporter not just of higher education, but of all business mailers. Congratulations Ernie!

The U.S. Postal Service (USPS) has filed the rate case for Market Dominant products with the Postal Regulatory Commission (PRC). Set to go into effect on January 22, 2017, the new rates represent about an overall 0.87% increase over the current prices. For Commercial First-Class Mail, the prices actually drop in some categories. And that’s just the start of the good news.

There was a ray of hope for the mailing industry this summer, when the House Oversight Committee unanimously approved H.R.5714 - Postal Service Reform Act of 2016, a bipartisan bill with support from leadership. But Congress took a long summer break, with the House recess ending on September 5, 2016.

Perhaps representatives would take action? Maybe even pass a reform bill before the election?

After all, there have been over 125 bills or resolutions with a direct impact on the U.S. Postal Service (USPS). Of course, 79 were just for naming – or renaming – post offices (apparently Congress takes Article III, Section 8 of the Constitution – “To establish Post Offices and post Roads” – very seriously). Another 18 resolutions were related to providing suggestions about stamps.

Of the 31 bills that focus on USPS reform or operational changes, only H.R. 5714 had been reported out of committee. And with bipartisan support.

Yet alas, it was not to be. On October 1, 2016, the House went back into recess until after the election. The lame duck Congress will return for 5 days in November, and then take another recess until the 28th. The current calendar lists December 18, 2016 as the “Target House Adjournment”.

With no action being taken by Congress, I thought I’d reach out to the presidential candidates from the major parties. As I mentioned in an earlier post, I’m an unenrolled voter – meaning I receive solicitations from both candidates. Since neither website mentions anything about the USPS, I completed the “Contact” form for both. Perhaps one of them could offer us hope.

The American Heritage dictionary defines “partnership” as: A relationship between individuals or groups that is characterized by mutual cooperation and responsibility, as for the achievement of a specified goal.

For me, the key words are “mutual cooperation and responsibility”. The U.S. Postal Service (USPS) and mailers must mutually cooperate and share responsibility for both parties to be successful. So, in a format many of have seen on late-night television, let’s review the Top Five Keys to a Successful Partnership.

Number 5: Talk with each other.

Three words – communicate, communicate, and communicate.

Notice that this tip is titled “Talk with each other.” Not “Talk to each other.” A conversation involves speaking and listening.

What does this mean for the mailer? If you have an issue with a mailing or a delivery, don’t start the conversation with accusations and demands. If you begin with an adversarial approach, then you aren’t leaving the other person much room for a successful solution to your problem. It may feel good yelling at someone, but it doesn’t help the situation.

Instead, ask what went wrong, and how do you prevent it from happening again. If you think a rule or regulation has been unfairly used against you, explain why you feel that why, and then ask another question. Why does the clerk, manager, whoever, think you are wrong? Asking questions allows the other person to help you find an answer. Listen to the answer – it will help you in the future.

What does this mean for the Postal Service? Again, start a conversation by explaining the situation and asking questions. If a customer has a mailing that doesn’t qualify for a certain discount, explain why, and then ask how you can help them prepare for the future.

Seek out problems, before they arrive on the dock. We’ve seen a lot of changes over the last few years, and we’re going to see even more in the immediate future. PCCs and webinars provide information to USPS customers. That’s great. Time to take it another step. Business Network managers need to talk with the customers and make sure they understand the changes. Ask the customers what additional information they need, and ask what additional help they need.

If we talk with each other, we’ll have the mutual understanding needed for success.

Number 4: Respect each other.

Ralph Waldo Emerson wrote, “Men are respectable only as they respect”.

Our industry isn’t always the most respected profession. Much of that is due to unfounded stereotypes – whether humorous, like “Cliff the Mailman” from Cheers. Or perhaps relatively benign, like the concept of starting your career in the mailroom, and then working your way up the corporate ladder. And then the hurtful, like saying “going postal” to describe violent behavior.

How do we change this perception? First by being the true professionals that are the hallmark of this industry. Professionals who are experts at what they do, and demonstrate that through knowledge gained and industry certification.

Another important way to gain the respect of people from outside the industry is to respect each other from inside our industry. Mailers must respect the men and women of the US Postal Service, and postal employees need to respect the people who produce the mail that keeps them in business.

For mailers, respecting the USPS includes recognizing them as fellow professionals. As the son of a career Postal Service employee, I had the benefit of getting to know clerks, carriers, mail handlers, and postmasters as I was growing up. I’m not going to say that these groups got along with each other 100% of the time, but I did get the feeling that they knew they were on the same team.

As mailers, we need to be part of that team. When there’s an issue with your mail, inbound or outbound, you need to work with the USPS members of your team to resolve the problem. Don’t immediately assume that the “Postal Service screwed up.” Instead, show respect for your team members, and ask for help.

Similarly, at all levels, the USPS has to respect the professionalism of the mailer. An error in a mailing doesn’t mean the mailer is incompetent or is trying to “get away with something.” A mistake is just that, a mistake. How can you and the mailer work together to not only solve the problem, but also prevent it from happening again? Isn’t that a real win-win?

Mutual respect leads to mutual success.

Number 3: Look out for each other.

Watching out for each other is taking respect to the next level. In this step, you let each other know about what’s happening and help each other prepare.

What does this mean for mailers? If you have an extra-large mailing scheduled on the calendar, let your postal representative know ahead of time. Or, you may have a lot of returns coming in from a solicitation. Again, let the USPS know before the mail shows up. Work together to make plans for handling the volumes.

What does this mean for the USPS? Look out for your customers.

For several years, mailers have been reading reports and receiving briefings about the US Postal Service’s (USPS) about postage assessments based on results of the Mailer Scorecard. When the Mailer Scorecard was introduced in 2013, the probable date for assessments was July of 2014. However, there were issues with the reliability of the quality metrics. In presentations to Postal Customer Councils (PCC) and Mailers' Technical Advisory Committee (MTAC), the USPS proposed assessments to begin in April and July of 2015. Those deadlines came and went.

Early this year, it seemed that the bugs were worked out, and the assessments would begin in July 2016. But in May, the USPS announced another postponement. Under the current plan, the assessments will begin in November 2016, based on October mailings. Unless there’s another delay. And there may be.

The principles behind the assessment are good. Establish metrics that can be verified in 4 key areas:

Please note: This blog post isn’t about any political candidate, party or campaign.

Over the last few weeks, I watched both the Republican and the Democratic National Conventions. Throughout the broadcasts, one question kept running through my mind – “Who was the lucky company that got the contract to print all those signs?”

Almost every new speaker meant another set of signs for the attendees. Some speakers had multiple themes, which meant multiple signs with different messages. Each convention had about 50,000 attendees. With just one sign per attendee over 4 nights, that’s 400,000 printed signs.

Less than a week later, my mailbox is being filled with letters from both camps. I’m an independent – or “unenrolled”– voter, so I belong to neither party. Anyone cross-referencing mailing lists will find it’s difficult to fit me into a specific profile. I’m a small business owner. A veteran and a member of the American Legion. A proud supporter of the Southern Poverty Law Center. I’ve voted for Republicans and Democrats. So everyone tries to get my vote and my campaign contribution.

While some people may complain about direct mail, especially political fundraising mail, I love it. Yes, I maintain a presence on social media – beginning with this blog. I’m also on LinkedIn, Twitterand Facebook. And while I try to curate feeds that provide multiple perspectives and opinions, I know that my personal bias impacts my choices. But the U.S. Postal Service (USPS) makes sure that I receive different viewpoints.

The USPS realizes how important their role is during this election, and has developed a strategy for maximizing the use of direct mail. Beginning last year, Jim Cochrane, USPS Chief Marketing Officer, put together a team to reach out to candidates and election officials. A special website, Deliver the Win, was launched to explain how campaigns can best use mail to reach out to potential voters. Including the ever-elusive millennials.

At the same time, more states are moving to vote-by-mail. The regulations differ by state, while the ballots are unique to each voting authority – either county or municipality. Many laws refer to postmarks, which may, or may not be applied by the USPS. In a close race, these votes may decide elections. David Williams, USPS Chief Operating Officer, has stated he’ll use the lessons learned during the way they successfully handled the high-volume 2015 Christmas season to meet the challenge. With the world watching, there will be no tolerance for error. Or delays.

Successful campaigns – political and marketing – understand the importance of multimedia communication. Supporters and customers respond differently to different types of messages. Savvy marketers don’t choose physical OR electronic interactions they choose physical AND electronic exchanges.

The 2016 election demonstrates the importance of print and mail in the marketplace of ideas.

In what must be a speed record for the 114th Congress, the Postal Reform Act of 2016 (H.R.5714) was filed, marked-up and passed by the House Oversight and Government Reform Committee in just two days. And with bipartisan support.

Most of the provisions introduced in the draft version published last month remain, including: