USPS gives political hopefuls, businesses direct mail tips
With recent news reports revealing budget breakdowns of how much political candidates spend on direct marketing campaigns, the U.S. Postal Service has released its top tips for effective direct mail campaigns. The tips include:
• Integrate a barcode or QR code that combines direct mail efforts with interactive marketing tools. Businesses or political candidates can also take advantage of the USPS direct mail postal discount through the end of August.
• Send multiple mailers rather than a "one-size fits all" message, which could be helpful when testing strategies and determining the return on investment. Keep track of all responses to better understand what the target audience is more likely to respond to.
"According to our most recent data, 81 percent of households read their mail daily," said Cliff Rucker, vice president of sales for the USPS. "With new interactive technologies available to marketers ... messages are easily customized for specific audiences thereby increasing the chances of positive engagement."
Businesses and hopeful politicians should also consider using eye-catching web-to-print materials that make their direct mail pieces stand out in a mailbox full of competition. Using language that expresses urgency to vote for or buy a product or service now could also be helpful when trying to market toward new customers.