USPS offers summer product sampling promotion
Using address validation software helps companies reach consumers in an efficient way and those employing the method can raise their sales this summer through a new limited-time program from the U.S. Postal Service.
USPS announced a new initiative for direct mail companies to send samples of their product straight to their customer's door. The Product Samples promotion opened for registration on May 1 and will continue through Sept. 30 when the promotion ends. The Product Samples promotion gives companies 5 percent off upfront postage costs for qualified items and runs from Aug. 1 to Sept. 30. The USPS hopes the promotion will encourage businesses in consumable goods to utilize the service for sending out samples.
According to Post and Parcel, delivering samples increases direct mail campaigns by changing prospective leads into new clients, with almost 92 percent of consumers purchasing the product. The new program comes on the heels of a similar initiative in 2011, a "Sample Showcase" program, and although it was not as successful as the USPS anticipated, the service believes the upcoming initiative will rejuvenate direct mail.
Gary Reblin, vice president of new products and innovation at USPS, believes the program offers businesses a new way to increase brand awareness and may refresh interest in sending product samples through USPS.
"Product sampling has a long, successful track record of building brand awareness and product demand, especially if the consumer receives the sample where the product will be used," Reblin said. "Oftentimes, this is the home, and the best way to get product samples into the home is through the U.S. Mail."
Sending samples can be rewarding for those businesses utilizing standardization software, because without it marketing materials might not make it to the correct customer.