The U.S. Postal Service is reminding the public of the effectiveness of direct mail marketing strategies with a new award that was given to Ohio-based branding firm Mlicki.
The USPS announced the winners of the Marketing Achievement in Innovation and Leadership Award Tuesday, recognizing a direct mail campaign launched by the agency that garnered a 10 percent response rate.
Mlicki created a "dossier" mailing to promote Blue Octo, a line of industrial waste-water pumps developed by Gorman-Rupp in Mansfield, Ohio. The firm distributed the dossiers to 3,000 leads, which ultimately generated 300 sales.
"The Postal Service is pleased to honor Mlicki with the first MAIL Award," said Paul Vogel, president and chief marketing and sales officer. "Their fun and creative use of direct mail is sure to inspire other companies to take advantage of one of the most effective ways to promote new products and prospect new customers."
Of course, direct mail campaigns should be complemented by other channels – a consideration Mlicki made by including social media, print advertising and direct email as well.
Direct marketing as a whole continues to hold strong appeal, as AdAge reported last month that agencies spent a total of $2 billion on the medium in 2010.