United States Postal Service to hold direct mail boot camp
By: Mark HaslanJune 8th, 2010
The USPS asserts that direct mail is one of the most effective marketing avenues, with 98 percent of all direct mail pieces making it into a consumer’s household on a daily basis. On top of that, the standard direct mail marketing campaign yields an average return on investment of more than 1,100 percent based on the lifetime value of a new customer. Many businesses already make use of direct mail marketing, with the platform accounting for more than 22 percent of all advertising spending.
The USPS three-part crash course will be held at the end of the month, and it will show attendees how to use direct mail to boost sales and generate revenue. Sessions will be held in Washington D.C., Baltimore and Philadelphia. The courses will be led by a group of direct mail experts, including representatives from Fortune 500 firms such as Microsoft, IBM, AOL and the USPS.
"A recession typically drives small businesses to evaluate, re-design and refine their product offerings and marketing processes as they focus on cash flow, costs, customer retention and survival," said Keith Goodman, one of the presenters. "Our goal is to help business marketers learn how to be innovative, send the right message to the right person and create new opportunities for increasing their revenues despite the economic climate."
Topics that will be addressed include why business owners should use direct mail, how to write compelling copy, prospecting, using offers to increase conversion and taking advantage of postage discounts.
Shortly after the planned sessions, the USPS will be holding a summer sale. If business owners send more than 105 percent of the mail they last summer, they will be eligible for discounts of up to 30 percent on their mailings. A recent article from DMNews suggests that business owners may want to consider running a reactivation campaign to take advantage of the savings.
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