Rules Tightened on Low-Cost Marketing Parcels

Share this content:

The Postal Service cracks down on business mailers who are using the prospecting vehicle for order fulfillment.

Samples only!
Samples only!

Charging that many mailers were using Standard Mail Marketing Parcels for fulfillment instead of samples, the U.S. Postal Service tightened up the wording of the eligibility requirements of the service. Going forward, Marketing Parcels must bear an alternate addressing format and cannot be used to send something ordered by a customer.

Alternate addressing minimizes the Postal Service's handling costs by allowing parcels to be delivered to current residents of an address if the original addressee had moved.

USPS published the redefined rule in today's Federal Register, holding that the purpose of the Marketing Parcels was to create a low-cost prospecting vehicle for mailers to send non-requested items and samples to potential customers. “It came to the attention of the Postal Service,” continued the notice, “that this product was being improperly used for fulfillment.”

The new rule will be flexible on one point. It will allow mailers to send samples in connection with a purchase if the customer elects to receive them. These may be sent separately as long as the transactions are linked.

Some mailers who filed comments on this rule after it was proposed in January asked for grace periods in the enforcement of the rule to “give them time to adjust their business models.” USPS intends to review such requests on a case-by-case basis.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

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

Relive the 2017 Marketing Hall of Femme

Click the image above