Among its many plans to revive the direct mail channel, the United States Postal Service has announced plans to promote its services to businesses via a campaign that will advise companies of the advantages of commercial direct mail.
"The Postal Service hasn't focused on promoting mail through significant advertising in many years," Postmaster General Patrick Donahoe said at the National Postal Forum in San Diego, Direct Marketing News noted. "It's fair to say that we haven't seen a great deal of industry marketing to support the value of mail, either."
According to the source, the campaign will market direct mail as an effective way for companies to target consumers, particularly if paired with other forms of media such as quick response codes. Currently, 75 percent of companies are leveraging other forms of marketing to reach consumers – this approach aims to gain some of those consumers back.
Other efforts to drive more marketers to direct mail by the USPS is its "Mail Works Guarantee" program – a postage-back guarantee for a group of large marketers that have agreed to advertise via First-Class and Standard mail.
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