Postal Desperation: A Last Minute Call to Action to Protest the Pending Rate Hike
We urgently ask the Commission, therefore, to reconsider the rates that it has proposed for catalogs and other flat-shaped mail, particularly automation compatible flat-shaped Standard Mail. We are not trying to affix blame for the consequences that the Commission plainly did not foresee when it issued its Recommended Decision. Apparently, the Commission was led to believe that companies like ________ would be able to convert much, if not all, of our volume into letters to take advantage of the favorable letter rates. That view is divorced from the realities of the marketplace in which we conduct business. In the first instance, there are technical and practical constraints on the conversion of flat-shaped pieces to letters. Some catalogs are simply too thick and, in many cases, a reduction in the paperweight used is not an option. Most importantly, our decision as to the type of mailpiece we use to reach our customers is driven by marketing considerations: it makes no business sense to convert a flat-shaped mail piece into a letter when the letter yields an inferior response rate, particularly when compared with non-postal channels that are even cheaper than letters. In short, at least in our case, unless the flats rates are significantly moderated, there will be an absolute and probably unrecoverable loss of mail volume to the Postal Service.
We therefore urgently request that the Postal Regulatory Commission re-examine the Standard Mail flats rates it has proposed and moderate those increases, not just for the benefit of our company, but also to ensure the viability of the Postal Service. [In common with other mailers, _________ also sends a substantial amount of Standard Letter Mail to customers and prospective customers. From a business perspective, we see no reason and no justification for moderating the flat rates at the expense of letter-shaped mail].
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.