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.