Susan M LaChance
Vice President Consumer and Industry Affairs
I was sorely disappointed to receive the survey request from your department and the follow up post card last week.
To remain relevant and profitable, the USPS must follow the Service’s own advice to business customers and integrate digital and web elements into the marketing mix. If you want advertisers to accept the power of direct mail in the digital age the USPS must lead from the front with cutting edge applications that highlight the power of mail. The web call to action was hidden in the small print in both the letter and the follow up card and required arcane logins and passwords.
The direct marketing solicitation sent by your office was antiquated, ineffective, and counter-productive to growing business customer confidence and utilization of the Post Office and its services. By not following its own advocated best practices, The USPS is making the process of selling direct mail to marketers that much harder.
I strongly recommend you, your staff, and contractors review "Getting Personal – Direct Marketing Practices that Deliver", published by the USPS in 2008.
Lead or be left behind.
At a minimum, this is what the direct mail piece should have contained to capture attention and increase response and provide a positive example to possible business customers:
- Color & artwork personalized to individual recipients
- Size bigger than 3 x 5 to stand out from bills and junk
- Personalization (name, industry, title, industry graphic & artwork)
- Easy to access online survey without the need for usernames and passwords
- Tracking to measure who visited website but did not take further action by individual