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Postal Service unveils new campaign to promote direct mail marketing
The U.S. Postal Service is rolling out a new program aimed at encouraging the use of direct mail for marketing strategies, event promotion and address validation.
Last month, the service launched "Mail Works Guarantee" - a campaign that promises to refund up to $250,000 in postage costs to participating companies if their mail campaigns fail to meet agreed-upon expectations, reports Direct Marketing News. The effort underscores the confidence the USPS has in the effectiveness of direct mail as a promotional and advertising medium.
"Direct mail is the most effective and measurable way to get a message to consumers, and we know it won't automatically go to a spam folder," Susan Plonkey, vice president of sales at the USPS, told the source. "Of course, a direct mail piece is only as good as its offer and targeting."
Post Master General Patrick Donahoe also recently called upon businesses and advertisers to consider direct mail as a possible marketing strategy in coming months.
As the economy picks up, many analysts are expecting businesses to rejuvenate their marketing budgets by employing a diverse mix of both print and web-based channels.
