“USPS Informed Delivery Daily Digest”……..Who Pays Attention to These Ideas….?

Published Articles
Published in

American Printer

on Thursday, June 1, 2017

By Sid Chadwick, Chadwick Consulting, Inc.

“A hunch is creativity trying to tell you something.”……Frank Capra

INTRODUCTION:

This morning I reviewed…at about 7:30… my incoming personal mail, online, that USPS is to deliver to my home --- later today. (I signed-up, yesterday --- Googling “USPS Informed Delivery” --- and pecking my way through the prompts. Note: it’s personal mail, not business mail.)

MailboxAnd the price is about right…for both consumers…and direct mailers….It’s free to consumers… and mailers.

About 10,000 people a day are reportedly signing-up.

About 2,000,000 consumers……are already signed-up.

USPS objective? To grow mail volume.

And in my opinion, this “roll-out  program” --- is part of the answer for returning our great industry --- and the USPS --- to prosperity.

Clearly, someone…..probably a Team of someone’s ---  at the USPS --- has been thinking…..strategically….!

To follow? A major ad campaign from USPS --- to the business public --- revealing and promoting research --- that continues to prove that email promotions work far better, and are far more cost-effective --- when supported and accompanied --- with PRINT….!

To follow? Color images rather than gray-scale images….opportunities to add graphics… and links to websites….and landing pages.

Dick Vann, founder of one of our top-performing Peer Group members, has been indicating --- for months --- this program was coming……

Well…. it’s here….

And those of you with operations --- of most any design that produce…..or create…..promotional literature….are most likely worth more going forward --- than you were….yesterday….

SUMMARY:

Go get yourself signed-up for “USPS Informed Delivery” ---  and start checking your mail --- that’s coming to you today.

When your first ten pieces of mail are visible, think about the value of those pieces being viewed….in advance….representing an additional touch… for creating potential anticipation…. in the mind….of the viewer.

Finally, you might want to begin discussing….even role-playing this program in your Sales Education Meetings --- because ultimately --- someone has to represent this Program…… to your customer.

“The death of democracy is not likely to be an assassination from ambush. It will be a slow extinction from apathy, indifference, and undernourishment.”...Robert Hutchins