Mailing industry observers gave mixed reactions to the U.S. Postal Service’s new rules for standard mail eligibility and centralized structure for making pricing and classification decisions.
In a press conference Wednesday, USPS vice president, pricing and classification Stephen Kearney unveiled new rules governing what mailings qualify for standard mail (as opposed to the more expensive first class).
Simply put, the rules spell out “certain limited conditions” under which mailings that appear personal–thanks to technology–can qualify for standard rates. In its Federal Register notice, the USPS said would “clarify the circumstances” and give “more explicit guidance” for what mailings qualify for the lower standard rates.
According to the Federal Register notice, personal information may not be included in a standard mail piece unless:
*The piece contains explicit advertising for a product or service or solicitation for a donation.
*All the personal information is directly related to the advertising or solicitation.
*The exclusive reason for inclusion of all the personalization is to support the advertising or solicitation in he mail piece.
The USPS also formed a new centralized structure for making decisions about pricing and classification, eliminating regional offices that previously made such determinations.
“Once again, the postal service shot itself in the foot,” said Gene Del Polito, president of the Association for Postal Commerce. He explained that, under these new rules, certain mailers like financial service companies, will no longer be eligible to send things like credit rejection notices via standard mail and may be tempted to abandon mail altogether for cheaper electronic alternatives.
Regarding the centralization of classification decisions, he said, “mailers will no longer be able to shop around for the most favorable rates, as many do now.”
“If you’re a printer in Wisconsin who has a good relationship with postal officials in Chicago, how are you going to do with somebody in New York who’s never heard of you?”
Others expressed qualified support the new rules governing standard mail eligibility but questions whether mailers
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