The U.S. Postal Service is offering a partial refund guarantee for advertisers that integrate direct mail marketing into their campaigns, according to a report from Post & Parcel.
The USPS announced it would provide refunds – for credit – of up to $250,000 in credit for advertisers whose direct mail campaigns do not reach pre-arranged levels of success, the news source said, adding that the program was available to advertisers that send from 500,000 to 1 million pieces of mail via standard or first-class services.
Post & Parcel said that the USPS was looking to expand the role of direct mail in overall advertising budgets. Currently, just 3.1 percent of American marketing spending goes to direct mail, but even a minor increase could mean billions in new revenue for the postal service.
Print marketing, including direct mail as well as items like business cards and brochures, is still an important component to integrated marketing campaigns, experts say. Numerous opportunities for synergy exist for efforts that try to get the most out of all possible channels.