Mailers’ Technical Advisory Committee focus on measurement
With Overall mail volume up a mere 0.2 percent from the third quarter of last year, the US Postal Service is stepping up its initiatives to improve performance.
Glen Walker, CFO of the USPS, announced the company’s financial results Washington last week at the Mailers’ Technical Advisory Committee meeting.
He reported that First-Class Mail was down 1.3 percent; Standard Mail up 1.8 percent; Periodicals down 2.7 percent; Express Mail down 1.3 percent; Priority Mail down 2.4 percent; and packages down 0.3 percent.
Walker attributes the lackluster results to the postal increase this spring.
The Postal Service has mailed about 1 billion direct mail pieces this year to educate small businesses, large commercial businesses and consumers on the importance and effectiveness of a direct mail piece. It’s part of a multichannel marketing approach that uses direct mail, Internet and television ads. So far, online-shipping service awareness has risen to 55 percent this year, up from 25 percent in 2004. Awareness of free package pickup was at 10 percent in 2004 and is now at 45 percent. Awareness of non-retail window revenue was 25 percent this year, up from 16 percent the year before.
Since on-time delivery is big during the holiday season, the USPS sent out holiday shipping and mailing guide, with 35 percent recalling getting the guide and 58 percent of those finding it helpful.
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