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 been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.