In the meantime, work with your suppliers to ensure you have clean, up-to-date mailing lists. Also, test new mail shapes and work with your printers to obtain the highest level of mail presortation possible. Those efforts will be rewarded no matter what future postage rates will bring. The DMA will be fighting to prevent huge rate swings — that’s why we fought 12 years for postal reform that included a CPI cap.
Finally, don’t forget negotiated service agreements (NSA) with the USPS. They can be another answer to high postage costs. It’s the DMA’s hope that we can work to have NSAs available not only to a single company, but also to a group of companies. Thus, smaller mailers could benefit from NSAs as well. The law allows the USPS to enter into these agreements to benefit its operations. This could include increasing volumes; bundling services (using automated address correction with First Class mail, for example); improving efficiency (e.g., using intelligent bar code,), etc. All NSAs originate with ideas from mailers brought to the USPS. Historically, NSAs require mailers to engage in legal and economic counsel. The DMA can and will assist its members along the way in the process, including initial consultations with our counsels.
Jerry Cerasale is senior vice president, government affairs, for The Direct Marketing Association. You can reach him at jcerasale@the-dma.org.
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Secrets of List Research (2nd Edition)
