Rule Changes Give CMM Mailers More Options

Share this content:
The U.S. Postal Service changed the standards for Customized MarketMail in response to direct marketers' request.


CMM is a mail classification approved last year by the USPS that lets direct marketers mail nonrectangular pieces without having to enclose them in a package or envelope.


Effective March 4, mailers have the option to use the Standard addressing format with CMM, which is a delivery address containing the name of the intended recipient. Previously, CMM customers had to use the Exceptional address format, where "Current Resident" or "Current Occupant" is used alongside the recipient's name.


"Gambling institutions and financial institutions told us 'We would use [CMM] even more, but the way we interpret the law, when we make an offer to someone, like a special rate for a credit card or to stay at the presidential suite at the casino because you are a high roller, if we give that to 'Current Resident' we have to honor that offer to whoever gets it,'" said George Hurst, manager, product management-flats, USPS.


The institutions said that was too great a risk to justify using CMM.


The second new rule states that mailers now may affix attachments, such as business reply cards or envelopes, individual coupons or coupon booklets, thin merchandise samples, advertising magnets, pockets containing inserts, and other types of marketing material.


Loading links....
close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here