USPS Touts Direct Mail For Small Biz
Faced with steep declines in the volume of both first-class mail and direct-mail deliveries, the U.S. Postal Service has created a new suite of services -- and an accompanying marketing
campaign -- touting direct mail’s advantages to small business owners. The initiative is aimed at increasing small business owners’ use of direct mail, in part by making it easier with a
new Web-based service.
The Web-based service, Every Door Direct Mail, offers small business owners a simplified online interface for planning and executing local direct mail promotions at an average price of less than $0.15 per piece. Significantly, users don’t need to provide their own list of names and addresses for direct mail campaigns, which are targeted geographically down to the street or neighborhood level; however, users must still bring the mailings to their local post office.
The USPS is promoting the new service to small business owners through a new marketing campaign, including integrated TV, print and (fittingly) marketing mail advertisements.
The nation’s postal service continues to face a dire financial situation due to a steep decline in the number of pieces of mail delivered, from a peak of 213 billion in 2006 to just 177 billion in 2011. The total volume of standard (marketing) mail delivered every year has tumbled from 103 billion in 2006 to 84 billion pieces in 2011. First-class mail volume has fallen from 98 billion pieces to 73 billion pieces over the same period.
As a result of these declines, the USPS has been forced to propose sharp reductions in personnel and operations, including the closing of 220 mail processing centers and 3,600 post offices. The USPS has also proposed ending overnight delivery for first-class mail and periodicals and cutting Saturday delivery, although both measures have been halted (at least temporarily) due to political pressure, including successful lobbying by the magazine industry.
Recent MediaDailyNews Articles
-
Mars Contract Suit Against Y&R Continues May 20, 11:56 a.m.
A New York Judge has denied a request by WPP’s Y&R to toss out a breach ... -
Sony Debuts Marketing Campaign For 4K TV Sets May 20, 11:50 a.m.
While U.S. TV programming networks are close to transitioning to the new 4K TV technology, none ... -
Dish TV Expands On-Demand May 20, 11:19 a.m.
Dish Network, which has allowed subscribers to watch live TV on mobile devices for some time, ... -
Former IPG Exec Pahade Named Poptent CEO May 20, 7:30 a.m.
Nick Pahade, the former North American CEO of Interpublic Group’s Initiative, has been appointed CEO of ... -
Traditional Radio Revs Flat, Digital Revs Up 9% May 19, 4:26 p.m.
Radio advertising revenues were flat at $3.5 billion in the first quarter of 2013, unchanged from ... -
Original 'Voice' Judges Return May 17, 5:41 p.m.
The original quartet of coaches for “The Voice” will return for the fifth season this fall. ... -
Van Wagner Partners With CineSport For Online Video May 17, 5:34 p.m.
Van Wagner Communications’ Sports and Entertainment division is joining forces with CineSport, partly owned by Van ... -
'Idol' Falls, 'Bang' Leads Thursdays May 17, 3:38 p.m.
The TV broadcast network environment is definitely shifting -- as evidenced by the last major night ... -
Sapient Revs Up 12%, Optimistic About 2013 May 17, 2:47 p.m.
Marketing services company Sapient reported first-quarter revenues of $292.6 million -- up 12% from the same ... -
KSE Finalizes Outdoor Channel Buy May 17, 11:08 a.m.
An entity controlled by sports entrepreneur Stan Kroenke has finalized its acquisition of the Outdoor Channel ...
Be the first to comment on "USPS Touts Direct Mail For Small Biz"
Leave a Comment