USPS Tries Hand at Direct Mail — Will It Work?
PostcardManiaJul 07, 2011 21:59 EDT
The United States Postal Service has announced a new program. Every Door Direct Mail is a direct mail service that allows mailers to send pieces to every address on a mail carrier's route for a discounted postage price.
According to one expert from the direct mail industry, the new program is getting mixed reviews from direct mail professionals. The postage discount and included mailing list is a hit, but there are concerns that the program will not be as effective as regular direct mail for many industries.
"First off, I love that the USPS is taking this step to try to help out small business owners," says Joy Gendusa, Founder and CEO of PostcardMania, one of the largest direct mailers for small businesses in the country. "However, business owners need to consider whether or not a saturation mailing — one that hits every address without filtering by age, gender, income level, etc. — is really the best move for their business. For many, it probably won't be."
Gendusa also says she has trained her marketing consultants to answer questions regarding Every Door Direct Mail to help PostcardMania's clients decide if it is right for them. Staying up-to-date with industry news is vital, she says, because PostcardMania is known for its free marketing advice, available through their toll-free number: 800-628-1804.
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