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The United States Postal Service sent a bright orange, oversized self-mailer to 200,000 prospects in a direct mail campaign in June, and is seeing a 2.6 percent response rate, writes DM News. The campaign was sent to direct mail marketers to help them sell the direct mail concept to clients and potential clients. The USPS has, in recent years, been reaching out to the direct mail marketplace to tout its services, but has mostly focused on ad agencies and advertisers in big companies, according to Rod DeVar, USPS national manager of advertising and promotions. But the Postal Service has developed new services and tools for mail marketers - such as personalized postage for businesses - and felt that direct mail marketers could benefit from knowing about them.
The campaign seeks to let direct mail marketers know that the USPS understands “the struggles you go through - day in, day out - defending a media channel that’s smart, innovative and hardworking yet somehow often overlooked. That’s why we are about to change that,” according to the copy in the mailer.
One of the “characters” the direct mail marketer has to deal with is the media buyer or, as shown on an enclosed magnet, “Mora Media.” Two others are “Derec Creative” and “Cyber Kyle.”
Recipients can return an enclosed business reply card or visit a website to sign up for a “Direct Marketer’s Outsmart the Office Kit” for free. The kit includes white papers, along with samples of postal products and more magnets.
The campaign was created by Campbell-Ewald.
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