Letter: Would Household-Specific Coupons Fall Under USPS' Reinterpretation?

Share this content:
Your article says that the reinterpretation by the U.S. Postal Service means that any "household-specific offer" must mail at First-Class rates ("Mail Switch May Cost Millions," Feb. 2). So will retailers have to offer the exact same coupons to everyone in order to get the Standard rate? They can't use their databases anymore?


My household gets household-specific coupons because Kroger knows what brand of pet food we buy, what medicines, etc. Our next-door neighbor gets different household-specific coupons because Kroger knows they buy diapers, baby food, etc. Those letters obviously have a large amount of personal content. Under the new interpretation, wouldn't this sort of household-specific offer be required to mail First Class? If not, why not?


Why would a financial services company's household-specific offer be required to mail First Class and a retail company's household-specific offer not? After all, "consistency means a lot to me and to the postal service," Steve Kearney said.


The USPS may not need another rate increase for decades. All it has to do is keep reinterpreting the regulations until every piece of mail with more personalization than a name and address is required to mail First Class.


David E. Mackey, Director of marketing, Tabs Direct, Stafford, TX


david.mackey@tabsdirect.com





Loading links....
close

Next Article in Marketing Strategy

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