Building the Future of Mail

Gary Reblin, Vice President, Domestic Products, speaks at the National Postal Forum.

     No one is denying the decline of First-Class Mail and the resulting loss of revenue over the past few years. But the message USPS executives are sending at this week’s National Postal Forum is: Mail will prevail.
     Gary Reblin, VP, Domestic Products, told a crowded NPF session the decline in First-Class Mail so far this fiscal year is slower than projected. Meanwhile, the Postal Service’s share of the shipping market is growing. And even though revenue from marketing mail is below the same level of a year ago, Reblin said the upcoming national election and the growing success of Every Door Direct Mail should lead to later-year increases.
     That’s why now is a good time for mailers to try something new. “We want to promote innovation,” said Reblin. “We want to know what’s making people invest in the future of mail.”
Reblin said the Postal Service is developing initiatives designed to build value for mailers and USPS. The Postal Service’s “2nd ounce free” promotion is one example.
     Marketing mail presents another significant opportunity, Reblin says. The better targeting and attractive price of Every Door Direct has resulted in greater numbers of small businesses using the mail. “Only 28 percent of small businesses use marketing mail,” says Reblin, adding there’s significant upside for USPS as it launches services like Every Door Direct.
     The success of shipping services a result of the Postal Service’s focus on return mail and its flat-rate services. “From 2008-2011, revenue in flat-rate services doubled,” said Reblin. He credits the development of Priority Mail Regional Rate Boxes to recommendations from businesses that deliver a majority of their shipments to customers less than 600 miles away. 
     “We listened,” he said.
     Reblin said USPS will continue encouraging mailers to be innovative. “There’s an opportunity now for people to try things,” he says. “Businesses large and small need to see the power of the mail.”
Source:  NewsLink