The U.S. Postal Service has officially filed its request with the Postal Rate Commission to establish Customized MarketMail, a new category of mail that lets direct marketers send out odd-shaped, eye-catching advertising pieces.
“With CMM, mail would become an even more valuable advertising tool than before, and within defined standards, will be limited only by the creativity of the direct marketer,” said USPS chief marketing officer Anita Bizzotto, in a statement. “If they want to send a post card that’s shaped like a bicycle or a racing car, with CMM they would have that option.”
Currently, direct mailers are not allowed to send out mail in triangular or oblong shapes.
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