NPES Government Affairs Update — Mailing & Postage
Mail Moves America
Mail Moves America is a recently formed coalition of trade associations and corporations with the mission of educating state and federal government decision-makers on the vital role advertising mail plays in the commerce and economy of the United States. A major component of this mission is monitoring and, when necessary, intervening to block so-called “Do-not-mail” legislation at both the state and federal level. These initiatives are the next extension of efforts spawned by public sentiments that lead to similar efforts to ban or limit unauthorized telephone, fax and e-mail solicitations. NPES is an active participant in the coalition, which currently numbers 48 associations and corporations, many of which participated in the recent postal reform efforts.
Despite the growth of electronic communications, the U.S. Mail remains a critical means by which to exchange information and conduct commerce in the United States. The U.S. Postal Service provides a universal, reliable, and afford-able method of communication and commerce for over 146 million separate American households, businesses and nonprofit organizations. As advertising mail currently provides more than half of the annual revenue that makes this possible, the loss of that revenue would likely cause postal rates to rise, curtail customer service and ultimately damage the larger U.S. economy.
Advertising mail offers a cost-effective entry into the market for small businesses and an opportunity for larger businesses to reach broader audiences. For example, in 2006 advertising mail contributed more than $660 billion in increased sales and played a critical role in the success of our country’s economy. Every dollar spent on catalog marketing generated an average ROI of $7.20, and every dollar spent for non-catalog direct mail generated an average ROI of $15.71.
According to the Direct Marketing Association, the average U.S. household gets just over 14 pieces per week of Standard Mail from businesses and nonprofit organizations, a figure that has held steady over the past five years. And the most recent USPS Household Diary study (2005) indicated that 85 percent of