Power your Marketing.

What the Mailing Industry Needs from the Postal Service: Thoughts for Incoming Postmaster General Megan Brennan

Kurt Ruppel

When it was announced last fall that Megan Brennan was going to become the first woman to be Postmaster General (PMG) of the United States, it caused quite a stir, especially in our Hamburg, PA facilities. You see, Brennan is a neighbor of ours, having grown up in nearby Pottsville. Colleagues from Hamburg eagerly shared local news reports headlined, “Pottsville Native to Become First Woman Postmaster General.”

As exciting as it is to have the new PMG come from our backyard, we are even more excited to have someone leading the Postal Service with the depth of successful operational experience that Brennan brings to the position. We’d like to congratulate Brennan on her achievement, and we look forward to working with her to strengthen the relationship between the Postal Service and the mailing industry. With that in mind, here are a few pieces of unsolicited advice for our new Postmaster General.

Repair Industry Relationships

The relationship between the mailing industry and the Postal Service has frayed around the edges as of late. It’s time to rebuild our partnership with common goals that bring added value and relevance to mail. We need to work together to ensure postal commerce thrives in the 21st Century.

Focus on Reliable Service Documented by an Expanded Visibility Platform

Marketers need reliable service performance with predictable in-home delivery for mail to remain a robust contributor to omnichannel marketing campaigns. IWCO Direct often refers to Full-Service Intelligent Mail as “Big Data” for mail. The increased visibility and flexibility offered by programs such as Informed Visibility, eInduction, Seamless Acceptance and others that rely on this data improve the relevance of mail and are driving stronger delivery performance. We encourage the PMG to continue growing these programs and to work in partnership with the mailing industry in using them to continue to add value to mail.

Strive for the Lowest Combined Cost

In the past, the Postal Service has worked with the mailing industry to achieve the lowest combined cost for creating and delivering marketing mail – to our mutual benefit. But in recent years, as the Postal Service has struggled to reduce its own internal operating costs, this ideal seems to have been lost. Now the Postal Service is reducing its own costs at the expense of creating new costs for mail service providers. We need to get back to working cooperatively to achieve the best outcome for our mutual customers.

Keep Mail Competitive with Affordable Rates

Mailing industry surveys repeatedly show the importance of postage rates that are consistent, predictable and affordable to maintaining and growing mail volumes. While mail continues to play an important role in the marketing mix, it is no longer the only game in town. Our competition is no longer other mailers or other types of mailings; our competition is all the new media options available to marketers. Affordable postage rates ensure that marketers will continue to choose mail because of its strong Return on Marketing Investment (ROMI).

Work with us on Postal Reform Legislation

Lastly, we call on the new PMG to work cooperatively with the mailing industry to find common ground for postal reform legislation. Recently, the mailing industry has struggled to build a partnership with USPS management in an effort to advocate for needed reforms on Capitol Hill. We will be more successful when we focus on areas of agreement and create open dialog in areas where we disagree. We share common goals – a financially stable U.S. Postal Service and a growing mailing industry. Let’s work together.

We’re eager to continue building a strong partnership with PMG Brennan, and we hope she can stop in to visit us in Hamburg when she visits her hometown. The mailing industry has been an important job creator in east central Pennsylvania for several decades, and we are thrilled to support one of our Pennsylvania neighbors in her new leadership role.

link https://www.iwco.com/blog/2015/02/03/thoughts-for-postmaster-general-brennan/
Kurt Ruppel

Author

Kurt Ruppel

Director Postal Policy and Marketing Communications and graduate of Utah State University. Bringing the “all of us know more than any of us” business philosophy to IWCO Direct for more than 30 years (oy!). Two-time IWCO Direct President’s Award winner, bicycling enthusiast and Ohio State Buckeye Football fan.

More Posts by Kurt

Subscribe

Subscribe to SpeakingDIRECT to have new articles delivered to your inbox as they post. We promise to keep it fresh and interesting.

keyboard_arrow_upBack to top