USPS: “Use the mail, it works”

“Use the mail, it works”
PMG addresses advertisers

Postmaster General Jack Potter told more than 400 advertising professionals in Troy, MI, that mail is the fastest growing traditional marketing medium and should be included in every marketing plan — because it works.

“Mail can be personalized, tailored to the needs and interests of small groups, even individuals, in contrast to ‘one-size-fits-all’ advertising,” Potter said at a meeting of the Adcraft Club of Detroit and the Direct Marketing Association of Detroit.

Potter said mail succeeds because of its segmentation capability, citing a USPS-commissioned study that found that consumers who receive catalogs in the mail view 22% more pages on retailers’ websites, and spend 16% more money there than those who don’t.

Mail is a bargain, Potter also emphasized. “A typical piece of presorted advertising mail costs 18.2 cents — and it goes directly into the household,” Potter said. “And that happens every day in millions of households nationwide.”