Over 800 mailers attend National PCC Day in Madison, WI

“Direct mail really works.” That was the overriding message presented at the National Postal Customer Council Day 2005.

The five Postal Customer Councils (PCCs) located in Wisconsin hosted the Mailing Expo. It featured a live nationwide broadcast by Postmaster General, John Potter. The Madison Expo was attended by over 800 people from all segments of the mailing industry. They visited with 45 exhibitors and broadened their mailing knowledge in a day filled with seminars and networking.

The keynote address by Postmaster General Potter was broadcast live to over 200 local and regional PCC meetings nationwide. More than 13,000 business mail customers listened to his presentation. He covered a range of topics that included the next phase of postal transformation and the issues facing the Postal Service in 2006.

Potter told PCC members that mail is the fastest growing traditional medium in America. It should be included in every marketing plan – because it works. Potter said that mail succeeds because of its segmentation capability. “Mail can be personalized, tailored to the needs and interests of small groups, even individuals, in contrast to ‘one-size-fits-all’ advertising.”

Potter illustrated the power of direct mail further by citing a study commissioned by the USPS. The study found that consumers who received a catalog in the mail viewed 22 percent more pages on the retailer’s website, and spent 16 percent more money than those who didn’t receive a catalog . And while 57 percent of households say they check their email only once a week, 98 percent of households collect and assess what’s in their mailboxes everyday.

The privacy issue is another reason that mail works. “With stories abounding about data compromises, ID thefts, spamming, phishing and unscrupulous telemarketing, it shouldn’t be a surprise that the privacy and security of mail are strong attributes. Americans know that what they put in the mail will get delivered safely,” said Potter.

“Advertising mail is a bargain as well,” he added. “A typical piece of presorted
advertising mail costs 18.2 cents in postage – and it goes directly into the household…it gets opened and viewed by one or more household members who can put it aside to look at it again. And that happens everyday in millions of households nationwide.”

Potter pointed out that the advertising industry and the USPS are undergoing a transformation. They are looking for new ways to connect to clients and customers. He cited the development of two new direct mail products, Customized MarketMail (CMM) and Repositionable Notes (RPN).

The CMM is a Standard Mail product that allows customers to use dimensional
mailpieces in any shape or design to enhance their marketing messages and get attention. Potter held up an example of a CMM piece that not only got the attention of the people receiving it…but others who saw or heard about it wanted one too!

Postmaster General, John Potter visited with exhibitors at the PCC Expo. He explained to Dan Topel (L) and Marty Ochs (R) of A.M. Mailing how USPS innovations are creating opportunities for direct marketers and service providers.

RPN’s are sticky notes that can be machine applied to the outside of a mailpiece. They are the perfect application for providing an 800 number, a web site or a special offer. The note can be removed and placed on a fridge, computer or phone for later use. They get attention, involve the recipient in the mailpiece and keep the message visible. RPN test mailings have generated as much as 45 percent increases in response rates.

Postmaster General Potter reemphasized his overall message, “use the mail, it works.”

PCC provides exchange of ideas

The Postal Customer Council (PCC) program began in 1961. They were organized to improve communications between local mail users and local USPS managers. They were originally designed to focus on both residential and business mailing issues. Business mailers have the greatest impact on local postal operations. As a result, PCC’s have become more business mailer focused.

A.M. Mailing employees visited with Postmaster General, John Potter at the A.M. booth during PCC Day. L-R Treesa Landry, Marty Ochs, John Potter and Dan Topel

Business mailers and USPS managers work together to resolve problems through their PCC affiliation. Processing, delivery and customer satisfaction have improved through the efforts of the PCCs. There are over 200 PCCs representing 100,000 active mailers.

You should consider becoming a PCC member. To learn more, contact your local PCC or post office. If there is no PCC in your area, contact the National PCC Team at usps.com/nationalpcc/htm/locator.htm for additional information.