Aug. 13, 2012

U.S. Postal Service Offers Proven Direct Mail Tips to Edge Out the Competition

WASHINGTON – Political campaign marketers and managers will find that if used properly, direct mail can be one of the most cost-effective and targeted tools to reach potential voters. And, just in time for the peak election mail season, the U.S. Postal Service is releasing some helpful pointers for customers to maximize the effectiveness of direct mail during a political campaign:

• Integrate a mobile barcode or QR code to increase the value of the mailpiece with a new way to engage your audience. Between now and the end of August, sign up and take advantage of the Postal Service’s upfront 2 percent postage discount on Standard Mail and First-Class Mail letters, flats and cards (presort and automation) that include a two-dimensional barcode or print/mobile technology that can be read or scanned by a mobile device.
• Streamline the process of getting last-minute campaign information into the hands of potential voters with a saturation mail product such as Every Door Direct Mail by the U.S. Postal Service. Every Door Direct Mail is a new and easy-to-use way for campaign managers to get their messages to every address in a specified ZIP Code or neighborhood, without the need for individual addresses, for less than 15 cents per piece. For additional information on Every Door Direct Mail visit: www.usps.com/everydoordirectmail.
• Instead of mass-producing single mail pieces, with a “one-size fits all” message, consider using variable data, a new form of on-demand printing, to customize the messages represented on each mailpiece. The result will be a faster, more economical way to send personalized messages and increase the read and response rate.

“According to our most recent data, 81 percent of households read their mail daily. This reinforces that mail continues to be one of the most powerful ways to reach intended audiences,” says Cliff Rucker, vice president, Sales. “With the new interactive technologies available to marketers, including QR codes, messages are easily customized for specific audiences thereby increasing the chances of positive engagement.”

To help marketers learn more about Every Door Direct Mail and quickly get started with their first campaigns, USPS is offering a free direct mail information kit. To receive a copy, enter your information at: https://www.usps.com/business/every-door-direct-mail.htm

Commercial mailers may register for the 2012 Mobile Commerce and Personalization Promotion now through Aug. 30, 2012. For more information, visit https://www.usps.com/mobile-barcode.htm

For additional information on election and political mail offerings with the U.S. Postal Service visit:  https://www.usps.com/gov-services/gov-services.htm