First-Class Mail Product Development · 2017-03-09 · Promotions Update ... FIRST-CLASS MAIL PRC...
Transcript of First-Class Mail Product Development · 2017-03-09 · Promotions Update ... FIRST-CLASS MAIL PRC...
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First-Class Mail
Product Development MTAC
March 2017
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Agenda
■ Pulse of the Industry
■ Promotions Update
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Open Discussion
2
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Pulse of the Industry
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First-Class Volume
-2.7%-2.8%
1.7%
-1.6%
4.1% 3.5%
-2.0% -2.1%
0.3%
-5.1%
2.7%
-2%
-6%
4%
-4%
-3.2%
-6.4%
-2.3%
-4.8%
3.5%
-3.7%-2.5%
-11.8%
-0.5%
-13.4%
-7.8%
-1%
-9%
0%1%
-16%
-14%
-12%
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
First-Class Mail Volume(% Change over SPLY)
Total Presort Letters and Cards Total Single-Piece Letters and Cards
Linear (Total Presort Letters and Cards) Linear (Total Single-Piece Letters and Cards)
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Promotions Calendar
Update
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Mailing Promotions
FY16
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
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2017 Promotions Calendar
Update
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JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31 Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31
Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
Currently Open
Currently Open
Starts Wednesday
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2017 Promotions Update
2017 Promotions Update
Earned Value Promotion
Registration – 759
Current Volume – 152M pcs
2 credit periods Jan-Mar/Apr-Jun
Earned Value counts issue occurred in January
Software update on February 26 to resolve count issue
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2017 Promotions Update
2017 Promotions Update
Tactile, Sensory & Interactive Engagement Promotion
Registration – 130
Current Participants – 41
Current Volume – 101M pcs
Same software issue in January impacted the auto-
enroll feature if customer did not have unique CRIDS
Software updated on February 26
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2017 Promotions Update
Upcoming Promotions
Emerging and Advanced Technology Promotion
Current Registration - 137
Promotion starts March 1st
Direct Mail Starter Promotion
Registration starts March 15th
Prior promotion participants (including Earned Value) are not eligible
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion Promotion
Registration starts June 15th
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2017 Promotions Issues
Promotion Issues
• Not completing registration
• Not claiming discount at the time of mailing
• Mailing before promotion start dates and requesting the discount
• No promotion codes
Final Mailpiece Submission Requirements
• Required at Promotion Office for Tactile/Sensory/Interactive
• Mailpieces submitted for review should indicate if it is a “final”
mailpiece
• Required at BMEU for all mailings
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2017 Promotion Codes
December 15, 2016 –
July 31, 2017
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2018 Promotion Suggestions
• 2018 Promotion Suggestion December 2016 – January 20,
2017
• 8 submissions received prior to deadline
• 2 submissions received last week
• Additional research being conducted
• TT24 MSP Incentive update
• Promotion suggestions under initial review
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Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
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Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
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■ Contest continues in 2017
■ Quarter 3 winner announced:
The Standard Group
■ Quarter 4 entry deadline: March 27, 2017
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ # for Irresistible Mail award under review
www.irresistiblemail.com/award
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What is Informed Delivery?
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Informed Delivery is a consumer-facing feature that gives eligible residential consumers the ability to
see a daily digital preview of their household’s mail.
Informed Delivery integrates hardcopy mail and digital marketing, providing
multiple impressions and interactivity for users in eligible ZIP Code™ locations.
Users receive a morning email
that includes grayscale
images of the exterior,
address side of incoming
letter-sized mailpieces
(processed through automated
equipment); users can also
view images on the
dashboard at
informeddelivery.usps.com
If a Mailer participates in
the Informed Delivery
operational test, color
images and interactive
content will also be
shown (Letters or Flats)
e
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Informed Delivery Snapshot
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E-mails sent: 66,974 (Daily snapshot)
Mailpiece images: 493,806 (Daily snapshot)
Total Mailer Campaigns: 187 (Completed)
Enrolled households: 111,780
Total users: 117,436 (Total user accounts)
Active ZIP Codes: 5,201 (Select major metropolitan areas)
*All metrics figures represent product reports from February 23, 2017
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National Expansion Progress
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February March April May
Engineering
Technical installation
Application
Go Live
Activation in major
metropolitan areas first;
nationwide in April
Employee
Communications
Webinars, Standup
Talks, and collateral
materials
Consumer
Marketing
User acquisition emails
in major metropolitan
areas first; nationwide
marketing and PR to
follow
Mailer
Communications
Industry engagement
and interactive
campaign creation
National Postal
Forum
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
Southern & Capital Metro
All Areas (follow-up employee communications)
Ongoing Mailer Communications & Engagement
National Postal Forum Planning & Mailer Engagement
February 1
Technical Installation – 14%
March 1
Technical Installation – 37%
April 1
Technical Installation – 89%
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
National (Direct Mail & PR)
Capital Region &
NY/CT
Select ZIP Codes in Dallas, Houston, Fort Worth, San Francisco, San Diego, Southern California
Select ZIP Codes in Philadelphia, Pittsburgh, Toledo, Northern New Jersey
Select ZIP Codes in Chicago, Detroit, Minneapolis, St. Paul
Select ZIP Codes in Miami and Atlanta
Remaining ZIP Code Rollout
April 10
Technical Installation – 100%
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Informed Delivery® – Translucent Envelopes
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Why might an envelope be translucent and what content can be seen?
• An envelope may be partially translucent if it is constructed of thinner material
• Similar to holding an envelope directly under light or in direct sun light, the camera flash may
cause an envelope to appear slightly translucent
• Only content on the front fold of the inside mailpiece may be seen in an image
• Bolded words and logos are often what may be seen through a translucent envelope
Is there an impact to users’ security?
• Informed Delivery users must complete an identity verification to validate household address
• Multiple users within one household (e.g. roommates, families) can view the images for all
mail delivered to that address, just as they have access to the physical mail
What can mailers do to mitigate this issue?
• Use thicker envelopes or security envelopes
• Ensure that sensitive information does not appear on the front fold of the mailpiece
• Provide a Replacement image to be included in the user’s notification instead of the actual
mailpiece image
How is USPS® addressing this issue?
• Reviewing sample mailpiece images to determine how often envelopes appear translucent
• Advising mailers on the envelope quality necessary for preventing translucency
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Sample Translucent Envelope Images
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The below envelope samples were obtained with permission from the Informed Delivery users. Details
have been redacted to protect individual and mailer information.
Back of the greeting
card is slightly visible
through this envelope
Front fold in this mailpiece
is faintly visible; does not
reveal any personal
consumer information
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17% 28% 23% 13% 19%
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Gender
56% Male
44% Female
Age
18-24 25-34 35-44 45-54 55-64 65+ Prefer Not to Answer
2%
18% 19% 19% 20% 18%
5%
Average Approximate Household Income
<$50K $100-150K $150-200K $200K+ $50-100K
User Survey Results
79% of users check
their physical
mailboxes every
day or almost
every day
88% of users check
their Informed
Delivery
notification every
day or almost
every day
ID
*According to January 2017 survey of over 6,000 respondents
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91%
are satisfied or very satisfied
with Informed Delivery, a 10%
increase since the previous
survey (Feb. 2016)
9 out of 10 would recommend Informed
Delivery to friends, family, or
colleagues
of respondents primarily review
Informed Delivery by checking daily
email notifications
96%
It's both informative -
and fun - to preview
what's coming in the mail
every day
It gives me the ability to
plan each day’s activities
in relation to when certain
pieces of mail are arriving
Amazing and
convenient
It lets me know when to
expect something and gives
me peace of mind that
important mail will be
delivered Informed Delivery
is essential – you
need to know
what's arriving
when you are
traveling A new USPS feature
that revolutionized
the way mail is
delivered
Makes planning
bill payment easy
85% use Informed Delivery to
anticipate what to look for /
be more aware of incoming
Other top reasons indicated for
using service:
Take action on mail
sooner via digital preview
Obtain a digital copy /
archive of mail received
See mail when traveling
or cannot access mailbox
68% respond to or act on digital
promotions/discounts on
a monthly or more frequent
basis
58% respond to or act on mail
promotions (e.g., coupon in
the mail or product catalog)
on a monthly or more
frequent basis
*According to January 2017 survey of over 6,000 respondents
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Initiatives Under
Consideration
Note: All discussions around these initiatives are to be considered preliminary and non-binding
as they are still under consideration and are pending USPS senior leadership approval.
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Simplify Single-Piece Residual
Evaluate postcard size
Evaluate weight breaks for letters
Evaluate Single Piece “2nd ounce Free”
Restructure Pricing for Picture Permit
Evaluate First Class Drop Ship
Evaluate the Need for Indicia on Products for Service
Type Codes
First-Class
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Evaluate weight breaks for letters
Postal thoughts to promote machinability of heavier letters
Maximum mail piece thickness should not exceed 0.255 inches. Mail
piece thickness should not vary more than 15% over the surface of the
mail piece.
Size A8 envelops (8.12 x 5.5) should be prohibited.
The use of envelope windows, particularly open windows, should be
prohibited.
Envelope material should be no less than 28 lb. basis weight bond
paper. (70lb. Book/text)
Envelopes should be trayed using USPS white/red plastic corrugated
EMM trays.
Insert shift in the lengthwise direction should not exceed a maximum of
.562 inches.
First-Class
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Open Discussion
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USPS Marketing Mail
Product Development MTAC
March 2017
29
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Agenda
■ Pulse of the Industry
■ Promotions Update
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Open Discussion
30
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Pulse of the Industry
31
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-11%
0%
4%
8% 9%
2% 1%
-2%
-8%
-5%-5%
-8%
3%1% 1% 1%
-3%
1%3%
0%
4%
0%
-2% -2%-3%
2% 2%
5%
1.5%
0
5
10
15
20
25
30
-15%
-10%
-5%
0%
5%
10%
15%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17
Standard Mail Volume
Volume % Variance from SPLY Volume
USPS Marketing Mail Volume
32
Source (s):
RPW Quarterly Reports; Excludes Parcels and International Mail volumes
Volu
me (in
Billio
ns)
Volu
me %
Variance f
rom
SP
LY
USPS Marketing Mail Volume
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Volume Changes
33
Standard Mail: % Change SPLYFY15 Q1 FY15Q2 FY15Q3 FY15Q4 FY16Q1 FY16Q2 FY16Q3 FY16Q4 FY17Q1
High Density and Saturation Letters 6.3 8.7 10.9 8.3 6.6 8.6 7.1 9.4 8.6
High Density and Saturation Flats and Parcels* 2.5 1.0 (2.3) (4.8) (7.0) (3.1) 0.1 4.1 5.7
Carrier Route 7.5 (5.7) (11.3) (24.7) (30.1) (22.0) (19.1) 2.5 2.3
Flats (5.7) (7.0) 0.0 29.9 35.9 31.8 21.4 (2.4) (0.8)
Letters 5.1 0.3 (2.3) (2.2) (1.1) 3.4 2.6 5.2 (0.4)
Total Standard Mail (Excludes Parcels & Intl) 4.4 (0.1) (2.1) (2.2) (3.0) 1.9 1.7 4.5 1.5
Notes:
*Includes EDDM Retail
Source:
*RPW Quarterly Files
USPS Marketing Mail: % Change SPLY
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Promotions Calendar
Update
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Mailing Promotions
FY16
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
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2017 Promotions Calendar
Update
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JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31 Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31
Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
Currently Open
Currently Open
Starts Wednesday
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38
2017 Promotions Update
2017 Promotions Update
Earned Value Promotion
Registration – 759
Current Volume – 152M pcs
2 credit periods Jan-Mar/Apr-Jun
Earned Value counts issue occurred in January
Software update on February 26 to resolve count issue
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39
2017 Promotions Update
2017 Promotions Update
Tactile, Sensory & Interactive Engagement Promotion
Registration – 130
Current Participants – 41
Current Volume – 101M pcs
Same software issue in January impacted the auto-
enroll feature if customer did not have unique CRIDS
Software updated on February 26
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40
2017 Promotions Update
Upcoming Promotions
Emerging and Advanced Technology Promotion
Current Registration - 137
Promotion starts March 1st
Direct Mail Starter Promotion
Registration starts March 15th
Prior promotion participants (including Earned Value) are not eligible
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion Promotion
Registration starts June 15th
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41
2017 Promotions Issues
Promotion Issues
• Not completing registration
• Not claiming discount at the time of mailing
• Mailing before promotion start dates and requesting the discount
• No promotion codes
Final Mailpiece Submission Requirements
• Required at Promotion Office for Tactile/Sensory/Interactive
• Mailpieces submitted for review should indicate if it is a “final”
mailpiece
• Required at BMEU for all mailings
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42
2017 Promotion Codes
December 15, 2016 –
July 31, 2017
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43
2018 Promotion Suggestions
• 2018 Promotion Suggestion December 2016 – January 20,
2017
• 8 submissions received prior to deadline
• 2 submissions received last week
• Additional research being conducted
• TT24 MSP Incentive update
• Promotion suggestions under initial review
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44
Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
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45
Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
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■ Contest continues in 2017
■ Quarter 3 winner announced:
The Standard Group
■ Quarter 4 entry deadline: March 27, 2017
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ # for Irresistible Mail award under review
www.irresistiblemail.com/award
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What is Informed Delivery?
47
Informed Delivery is a consumer-facing feature that gives eligible residential consumers the ability to
see a daily digital preview of their household’s mail.
Informed Delivery integrates hardcopy mail and digital marketing, providing
multiple impressions and interactivity for users in eligible ZIP Code™ locations.
Users receive a morning email
that includes grayscale
images of the exterior,
address side of incoming
letter-sized mailpieces
(processed through automated
equipment); users can also
view images on the
dashboard at
informeddelivery.usps.com
If a Mailer participates in
the Informed Delivery
operational test, color
images and interactive
content will also be
shown (Letters or Flats)
e
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Informed Delivery Snapshot
48
E-mails sent: 66,974 (Daily snapshot)
Mailpiece images: 493,806 (Daily snapshot)
Total Mailer Campaigns: 187 (Completed)
Enrolled households: 111,780
Total users: 117,436 (Total user accounts)
Active ZIP Codes: 5,201 (Select major metropolitan areas)
*All metrics figures represent product reports from February 23, 2017
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National Expansion Progress
49
February March April May
Engineering
Technical installation
Application
Go Live
Activation in major
metropolitan areas first;
nationwide in April
Employee
Communications
Webinars, Standup
Talks, and collateral
materials
Consumer
Marketing
User acquisition emails
in major metropolitan
areas first; nationwide
marketing and PR to
follow
Mailer
Communications
Industry engagement
and interactive
campaign creation
National Postal
Forum
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
Southern & Capital Metro
All Areas (follow-up employee communications)
Ongoing Mailer Communications & Engagement
National Postal Forum Planning & Mailer Engagement
February 1
Technical Installation – 14%
March 1
Technical Installation – 37%
April 1
Technical Installation – 89%
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
National (Direct Mail & PR)
Capital Region &
NY/CT
Select ZIP Codes in Dallas, Houston, Fort Worth, San Francisco, San Diego, Southern California
Select ZIP Codes in Philadelphia, Pittsburgh, Toledo, Northern New Jersey
Select ZIP Codes in Chicago, Detroit, Minneapolis, St. Paul
Select ZIP Codes in Miami and Atlanta
Remaining ZIP Code Rollout
April 10
Technical Installation – 100%
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Informed Delivery® – Translucent Envelopes
50
Why might an envelope be translucent and what content can be seen?
• An envelope may be partially translucent if it is constructed of thinner material
• Similar to holding an envelope directly under light or in direct sun light, the camera flash may
cause an envelope to appear slightly translucent
• Only content on the front fold of the inside mailpiece may be seen in an image
• Bolded words and logos are often what may be seen through a translucent envelope
Is there an impact to users’ security?
• Informed Delivery users must complete an identity verification to validate household address
• Multiple users within one household (e.g. roommates, families) can view the images for all
mail delivered to that address, just as they have access to the physical mail
What can mailers do to mitigate this issue?
• Use thicker envelopes or security envelopes
• Ensure that sensitive information does not appear on the front fold of the mailpiece
• Provide a Replacement image to be included in the user’s notification instead of the actual
mailpiece image
How is USPS® addressing this issue?
• Reviewing sample mailpiece images to determine how often envelopes appear translucent
• Advising mailers on the envelope quality necessary for preventing translucency
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Sample Translucent Envelope Images
51
The below envelope samples were obtained with permission from the Informed Delivery users. Details
have been redacted to protect individual and mailer information.
Back of the greeting
card is slightly visible
through this envelope
Front fold in this mailpiece
is faintly visible; does not
reveal any personal
consumer information
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17% 28% 23% 13% 19%
52
Gender
56% Male
44% Female
Age
18-24 25-34 35-44 45-54 55-64 65+ Prefer Not to Answer
2%
18% 19% 19% 20% 18%
5%
Average Approximate Household Income
<$50K $100-150K $150-200K $200K+ $50-100K
User Survey Results
79% of users check
their physical
mailboxes every
day or almost
every day
88% of users check
their Informed
Delivery
notification every
day or almost
every day
ID
*According to January 2017 survey of over 6,000 respondents
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53
91%
are satisfied or very satisfied
with Informed Delivery, a 10%
increase since the previous
survey (Feb. 2016)
9 out of 10 would recommend Informed
Delivery to friends, family, or
colleagues
of respondents primarily review
Informed Delivery by checking daily
email notifications
96%
It's both informative -
and fun - to preview
what's coming in the mail
every day
It gives me the ability to
plan each day’s activities
in relation to when certain
pieces of mail are arriving
Amazing and
convenient
It lets me know when to
expect something and gives
me peace of mind that
important mail will be
delivered Informed Delivery
is essential – you
need to know
what's arriving
when you are
traveling A new USPS feature
that revolutionized
the way mail is
delivered
Makes planning
bill payment easy
85% use Informed Delivery to
anticipate what to look for /
be more aware of incoming
Other top reasons indicated for
using service:
Take action on mail
sooner via digital preview
Obtain a digital copy /
archive of mail received
See mail when traveling
or cannot access mailbox
68% respond to or act on digital
promotions/discounts on
a monthly or more frequent
basis
58% respond to or act on mail
promotions (e.g., coupon in
the mail or product catalog)
on a monthly or more
frequent basis
*According to January 2017 survey of over 6,000 respondents
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Renaming Standard Mail to
USPS Marketing Mail™
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The Postal Service received permission from the Postal Regulatory
Commission to rename Standard Mail to USPS Marketing Mail.
Changing the product name from Standard Mail to USPS Marketing Mail
better communicates to customers its intended use, improves its standing
in the market place and ultimately generates a better perception
Intention to rename the Standard Mail product was shared with mailing
community at the 2016 NPF and in subsequent MTAC meetings
Soft launch completed on January 22, 2017: Changed product name on
postage statements, forms, and in most manuals
Final implementation planned for July 2018
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Work with industry on evaluating indicia needs & open and response rate
impacts
Market Research
MTAC Workgroup
Mid 2017: Changes to tray labels and pallet markings (more details will
be available soon)
January – July 2018: Changes to indicia and postage markings based on
industry feedback
Final implementation targeted for July 2018
This phased transition provides mailers and vendors sufficient time to
make any hardware and software changes
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Initiatives Under
Consideration
Note: All discussions around these initiatives are to be considered preliminary and non-binding
as they are still under consideration and are pending USPS senior leadership approval.
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Evaluate ways to get more CR containers in non-FSS
zones
Evaluate Marketing Mail postcards
Restructure pricing for Picture Permit
Evaluate mailpiece requirements for Marketing Mail and
BPM flats
Evaluate the need for indicia on products with Service
Type codes
USPS Marketing Mail
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Evaluate weight breaks for letters
Postal thoughts to promote machinability of heavier letters
Maximum mail piece thickness should not exceed 0.255
inches. Mail piece thickness should not vary more than 15% over
the surface of the mail piece.
Size A8 envelops (8.12 x 5.5) should be prohibited.
The use of envelope windows, particularly open windows, should be
prohibited.
Envelope material should be no less than 28 lb. basis weight bond
paper. (70lb. Book/text)
Envelopes should be trayed using USPS white/red plastic
corrugated EMM trays.
Insert shift in the lengthwise direction should not exceed a maximum
of .562 inches.
USPS Marketing Mail
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Open Discussion
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Periodicals Mail
Product Development MTAC
March 2017
61
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Agenda
■ Pulse of the Industry
■ Periodicals Update
■ Promotions Update
■ 2017 Promotions Review
■ 2018 Promotions Suggestions Update
■ Irresistible Mail Award Update
■ Open Discussion
62
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Pulse of the Industry
63
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-12%
-8% -8%-6%
-1%
-5%-3%
-2%
-6%
-4% -3%
-5% -5% -5%
-7% -7%
-5%
-8%
-5%
-2%-4%
-1%-2%
-5%
-3%
-7%-5% -5% -5%
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
-16%
-11%
-6%
-1%
4%
9%
14%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1
FY10 FY11 FY12 FY13 FY14 FY15 FY16 FY17
Periodicals Volume
Volume % Variance from SPLY Volume
Periodicals Volume
64
Source(s):
RPW Quarterly Reports
Volu
me (in
Billio
ns)
Volu
me %
Variance f
rom
SP
LY
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Periodicals Update
MTAC
3/1/17
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Periodicals (Outside & Inside County)
Volume by Frequency
66
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2011 2012 2013 2014 2015 2016
Mill
ions
Quarterly (1-7) Monthly (8-18) Semi-Monthly (19-36)
Weekly (37-60) Semi-Weekly (61-120) Daily (>12))
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Periodicals (Outside & Inside County)
Publications by Frequency
67
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2011 2012 2013 2014 2015 2016
Quarterly (1-7) Monthly (8-18) Semi-Monthly (19-36)
Weekly (37-60) Semi-Weekly (61-120) Daily (>12))
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Periodicals (Outside & Inside County)
Publications Changes by Frequency
68
(900)
(800)
(700)
(600)
(500)
(400)
(300)
(200)
(100)
-
100
200
2012 2013 2014 2015 2016
Quarterly (1-7) Monthly (8-18) Semi-Monthly (19-36)
Weekly (37-60) Semi-Weekly (61-120) Daily (>12))
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69
Periodicals Update
Periodicals: Review of statement of ownership/mailing statements to look at new Periodicals
applications to obtain characteristics such as frequency, page counts, regional
publications and other characteristics to understand developing trends in
Periodicals mail. Status
Language for Direct Mail Starter promotion indicates previous participation in any
promotion in prior years will disqualify participations in Direct Mail Starter. Vicki
Stephen to explore whether participation in Earned Value Credit (EVC) will
disqualify since EVC does not use technology involved with Direct Mail Starter.
It was reported to User Group 8 that the Direct Mail Starter promotion is open
only to customers that have never participated in any previous promotions
including the Earned Value Credit promotion.
No promotion suggestions for 2018
Steve is reviewing ability to have promotions for Periodicals
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Promotions Calendar
Update
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Mailing Promotions
FY16
5 Promotions (6 month duration)
14.9 billion pieces
$3.6 billion revenue
1,626 participating customers
71
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2017 Promotions Calendar
Update
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JAN – FEB - MARCH APRIL – MAY - JUNE JULY – AUG - SEPT OCT – NOV - DEC
Earned Value
Color Transpromo
Direct Mail Starter
Mobile Shopping
Promotion Period (3 months)
May 1 – July 31
STANDARD MAIL
STANDARD AND FIRST-CLASS MAIL
FIRST-CLASS MAIL PRC approved as of June 16, 2016
Registration
May 15 - Dec 31
Promotion Period (6 months)
July 1 – December 31
Registration
Nov 15 -
Dec 31, 2016
Promotion Period (6 months)
January 1 – June 30
Registration
Jan 15 – Aug 31 Promotion Period (6 months)
March 1 – August 31
Registration
Dec 15 – July 31
Promotion Period (6 months)
February 1 – July 31
Emerging & Advanced Technology
Tactile, Sensory & Interactive Engagement
Registration
June 15 – Dec 31
Registration
March 15 – July 31
As of June 24, 2016
NOV – DEC 2016
Promotion Period (5 months)
August 1 – December 31)
*registration closes Dec. 31, 2016
Approved 2017 Promotion Calendar
Currently Open
Currently Open
Starts Wednesday
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74
2017 Promotions Update
2017 Promotions Update
Earned Value Promotion
Registration – 759
Current Volume – 152M pcs
2 credit periods Jan-Mar/Apr-Jun
Earned Value counts issue occurred in January
Software update on February 26 to resolve count issue
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2017 Promotions Update
2017 Promotions Update
Tactile, Sensory & Interactive Engagement Promotion
Registration – 130
Current Participants – 41
Current Volume – 101M pcs
Same software issue in January impacted the auto-
enroll feature if customer did not have unique CRIDS
Software updated on February 26
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2017 Promotions Update
Upcoming Promotions
Emerging and Advanced Technology Promotion
Current Registration - 137
Promotion starts March 1st
Direct Mail Starter Promotion
Registration starts March 15th
Prior promotion participants (including Earned Value) are not eligible
Personalized Color Transpromo Promotion
Registration starts May 15th
Mobile Shopping Promotion Promotion
Registration starts June 15th
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2017 Promotions Issues
Promotion Issues
• Not completing registration
• Not claiming discount at the time of mailing
• Mailing before promotion start dates and requesting the discount
• No promotion codes
Final Mailpiece Submission Requirements
• Required at Promotion Office for Tactile/Sensory/Interactive
• Mailpieces submitted for review should indicate if it is a “final”
mailpiece
• Required at BMEU for all mailings
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2017 Promotion Codes
December 15, 2016 –
July 31, 2017
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2018 Promotion Suggestions
• 2018 Promotion Suggestion December 2016 – January 20,
2017
• 8 submissions received prior to deadline
• 2 submissions received last week
• Additional research being conducted
• TT24 MSP Incentive update
• Promotion suggestions under initial review
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What is Informed Delivery?
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Informed Delivery is a consumer-facing feature that gives eligible residential consumers the ability to
see a daily digital preview of their household’s mail.
Informed Delivery integrates hardcopy mail and digital marketing, providing
multiple impressions and interactivity for users in eligible ZIP Code™ locations.
Users receive a morning email
that includes grayscale
images of the exterior,
address side of incoming
letter-sized mailpieces
(processed through automated
equipment); users can also
view images on the
dashboard at
informeddelivery.usps.com
If a Mailer participates in
the Informed Delivery
operational test, color
images and interactive
content will also be
shown (Letters or Flats)
e
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Informed Delivery Snapshot
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E-mails sent: 66,974 (Daily snapshot)
Mailpiece images: 493,806 (Daily snapshot)
Total Mailer Campaigns: 187 (Completed)
Enrolled households: 111,780
Total users: 117,436 (Total user accounts)
Active ZIP Codes: 5,201 (Select major metropolitan areas)
*All metrics figures represent product reports from February 23, 2017
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National Expansion Progress
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February March April May
Engineering
Technical installation
Application
Go Live
Activation in major
metropolitan areas first;
nationwide in April
Employee
Communications
Webinars, Standup
Talks, and collateral
materials
Consumer
Marketing
User acquisition emails
in major metropolitan
areas first; nationwide
marketing and PR to
follow
Mailer
Communications
Industry engagement
and interactive
campaign creation
National Postal
Forum
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
Southern & Capital Metro
All Areas (follow-up employee communications)
Ongoing Mailer Communications & Engagement
National Postal Forum Planning & Mailer Engagement
February 1
Technical Installation – 14%
March 1
Technical Installation – 37%
April 1
Technical Installation – 89%
Pacific & Southern
Eastern & Northeast
Great Lakes & Western
National (Direct Mail & PR)
Capital Region &
NY/CT
Select ZIP Codes in Dallas, Houston, Fort Worth, San Francisco, San Diego, Southern California
Select ZIP Codes in Philadelphia, Pittsburgh, Toledo, Northern New Jersey
Select ZIP Codes in Chicago, Detroit, Minneapolis, St. Paul
Select ZIP Codes in Miami and Atlanta
Remaining ZIP Code Rollout
April 10
Technical Installation – 100%
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Informed Delivery® – Translucent Envelopes
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Why might an envelope be translucent and what content can be seen?
• An envelope may be partially translucent if it is constructed of thinner material
• Similar to holding an envelope directly under light or in direct sun light, the camera flash may
cause an envelope to appear slightly translucent
• Only content on the front fold of the inside mailpiece may be seen in an image
• Bolded words and logos are often what may be seen through a translucent envelope
Is there an impact to users’ security?
• Informed Delivery users must complete an identity verification to validate household address
• Multiple users within one household (e.g. roommates, families) can view the images for all
mail delivered to that address, just as they have access to the physical mail
What can mailers do to mitigate this issue?
• Use thicker envelopes or security envelopes
• Ensure that sensitive information does not appear on the front fold of the mailpiece
• Provide a Replacement image to be included in the user’s notification instead of the actual
mailpiece image
How is USPS® addressing this issue?
• Reviewing sample mailpiece images to determine how often envelopes appear translucent
• Advising mailers on the envelope quality necessary for preventing translucency
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Sample Translucent Envelope Images
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The below envelope samples were obtained with permission from the Informed Delivery users. Details
have been redacted to protect individual and mailer information.
Back of the greeting
card is slightly visible
through this envelope
Front fold in this mailpiece
is faintly visible; does not
reveal any personal
consumer information
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17% 28% 23% 13% 19%
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Gender
56% Male
44% Female
Age
18-24 25-34 35-44 45-54 55-64 65+ Prefer Not to Answer
2%
18% 19% 19% 20% 18%
5%
Average Approximate Household Income
<$50K $100-150K $150-200K $200K+ $50-100K
User Survey Results
79% of users check
their physical
mailboxes every
day or almost
every day
88% of users check
their Informed
Delivery
notification every
day or almost
every day
ID
*According to January 2017 survey of over 6,000 respondents
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91%
are satisfied or very satisfied
with Informed Delivery, a 10%
increase since the previous
survey (Feb. 2016)
9 out of 10 would recommend Informed
Delivery to friends, family, or
colleagues
of respondents primarily review
Informed Delivery by checking daily
email notifications
96%
It's both informative -
and fun - to preview
what's coming in the mail
every day
It gives me the ability to
plan each day’s activities
in relation to when certain
pieces of mail are arriving
Amazing and
convenient
It lets me know when to
expect something and gives
me peace of mind that
important mail will be
delivered Informed Delivery
is essential – you
need to know
what's arriving
when you are
traveling A new USPS feature
that revolutionized
the way mail is
delivered
Makes planning
bill payment easy
85% use Informed Delivery to
anticipate what to look for /
be more aware of incoming
Other top reasons indicated for
using service:
Take action on mail
sooner via digital preview
Obtain a digital copy /
archive of mail received
See mail when traveling
or cannot access mailbox
68% respond to or act on digital
promotions/discounts on
a monthly or more frequent
basis
58% respond to or act on mail
promotions (e.g., coupon in
the mail or product catalog)
on a monthly or more
frequent basis
*According to January 2017 survey of over 6,000 respondents
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Program Office contact:
Email:
Mobile Shopping & Direct Mail Starter
Personalized Color Transpromo
Tactile Sensory Interactive Promotion
Emerging & Advanced Tech Promotion
Earned Value - [email protected]
Mail: US Postal Service
Post Office Box 23282
Washington, DC 20026-3282
For More Information
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Program Requirements & Documents
https://ribbs.usps.gov/index.cfm?page=mailingpromotions
https://www.usps.com/business/promotions-and-incentives.htm
Registration
https://gateway.usps.com
PostalOne Help Desk:
(800) 522-9085 or [email protected]
Irresistible Mail: Irresistiblemail.com
Follow USPS:
For More Information
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■ Contest continues in 2017
■ Quarter 3 winner announced:
The Standard Group
■ Quarter 4 entry deadline: March 27, 2017
■ Quarterly winners compete to become Grand Champion
■ Winning Client, Agency, and Printer will be announced at NPF 2017
■ # for Irresistible Mail award under review
www.irresistiblemail.com/award
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Initiatives Under
Consideration
Note: All discussions around these initiatives are to be considered preliminary and non-binding
as they are still under consideration and are pending USPS senior leadership approval.
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Virtual FSS bundles for Periodicals
Incent use of Periodical trays
Simplify pending Periodicals payments
Combine nonmachinable flats and parcels
Eliminate foreign publication qualification and new agent
registry
Eliminate multiple origin entry facility types
Encourage DDU entry
Reviewing the mail piece requirements for flats
Evaluate the need for indicia on products with Service
Type codes
Periodicals
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Open Discussion
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Package Services
Simplification Ideas
March 1, 2017
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Initiatives Under
Consideration
Note: All discussions around these initiatives are to be considered preliminary and non-binding
as they are still under consideration and are pending USPS senior leadership approval.
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Evaluate the need for indicia on products with Service
Type codes
Evaluate if there is value in adding Carrier Route (on
address label) as an incentive
Evaluate ways to avoid over labeling by including the
Origin Pic and the manifest (over label/replacement) Pic
electronically
USPS Packages