USPS support and address verification to improve direct mail
The recent changes to the U.S. Postal Service delivery schedule mean that marketing teams will have to adjust direct mail campaigns in the future. But word of the new system has been received well by the American public, and marketers can look forward to making campaigns better despite the changes. Direct mail continues to be a key player in today's promotional atmosphere, especially with address verification, and it won't be hindered by a different delivery schedule.
A survey conducted by the USPS showed that 80 percent of Americans support the five-day mail delivery and six-day package delivery plan that will take effect this August. Upon initial announcement, about 70 percent of people supported the idea, but with the continuation of Saturday package delivery, supporters increased to 80 percent. In addition, 85 percent of survey respondents of all ages said they would support the plan if it played a part in stabilizing the USPS financially.
"The American public understands the financial challenges of the Postal Service and supports this new delivery schedule as a prudent, responsible and reasonable approach to address our urgent financial situation," said Patrick Donahoe, postmaster general and CEO of the Postal Service.
Direct mail is continually received as a successful medium, even in a digital age. With address verification software, companies can make contact with their consumer base personal and cost-effective. A mailing campaign can be easy, inexpensive and extremely successful if marketers use proper data management systems to reach their intended audience. A creative approach, such as brightly colored postcards or informative leaflets, can really engage recipients and further a relationship with the brand. With a majority of consumers supporting the mailing campaign, marketers can utilize mail delivery during the weekdays for maximum profit and continued brand support.