USPS 2011 Outlook

There are several things to consider as you manage your upcoming direct mail efforts for 2011.

1) Modest Increase in Postage Pricing in April
The Postal Service will change prices for their Mailing Services products on April 17, about two years since the last increase. Based on a price cap using Consumer Price Index (CPI) data, prices will only increase by an average of 1.7 percent across each class of mail. Read full article.

2) Simplified Addressing
In January, the Postal Service began easing rules on "simplified addressing" for bulk mail. The move allows marketers to send letters, fliers, and parcels to every recipient on a city delivery route without using exact names and addresses. Until now, the service was only available to government agencies and on rural or highway routes. Read full article.

3) IMb Requirement Postponed
There’s been much industry talk about the looming May 2011 deadline for discontinuing POSTNET barcodes to get automation prices for mail. The goal of the Post Office was to incent mailers to start using Intelligent Mail barcodes (IMb)–which would have been required instead to get discounts.

Recently, the Post Office announced they are revisiting the deadline and will continue to accept POSTNET barcodes to qualify for automation discounts beyond May. Read full article.

This is an abbreviated version of a recent Mail Advisory. Fineline Mail Advisories summarize the most important USPS developments in a brief and easy–to–read format. You learn what you need to know to maximize your direct mail’s success. To receive Mail Advisories, visit tinyurl.com/finelineoptin.

White papers have been proven to be an effective marketing tool. But some companies publish white papers that create more harm than good. Here are the six top problems that can make them fail.

1. They fail to grab the reader’s attention in the first paragraph.White papers are read by busy decision makers. If you don’t grab their attention in your opening paragraph, they won’t even read the second paragraph. It may be a good idea to start by focusing on the needs of your readers. Leading with the problems your product/service overcomes will capture interest immediately. Openings that focus on the features of your products may turn your reader off.
2. There’s no clear objective. If the reader finishes a white paper wondering what it was all about, you can kiss the person goodbye. Set your objective before you start to write. Do you want to educate, sell or generate leads? Will it be technical or focus on business benefits? Keep the main focus in mind as the paper comes together.

Read full article.

HEALTHCARE MARKETING IN 2011:
Lead, Strengthen, Differentiate

Our first Fineline University in 2011 will show healthcare marketing professionals how to Lead, Strengthen, and Differentiate their efforts this year. Join other professionals and learn timely and strategic information to make your marketing more impacting on your organization. You’ll Gain:

• Insight into the trends shaping healthcare marketing in 2011 and beyond... including social media
• A renewed understanding of the importance of the Brand
• Expanded knowledge of Healthcare Reform’s impact on marketing

Times are tight. Budgets are even tighter. If you plan on making a case for why you deserve more this year, be sure to focus on these five areas.

1. How are you helping to increase revenue? Numbers don’t lie, and it’s difficult for the CFO to ignore someone who’s built a strong case based on solid numbers. Consider all the areas where you contribute, and compare this year’s numbers to last year’s (and the year before) to determine which projects help you make the best case.
2. What additional responsibilities have you taken on? Consider all the extra responsibilities you’ve taken on without asking for anything in return. Make a connection between those responsibilities and any increase in the company’s bottom line to add more weight to your argument.

Read full article.