USPS addresses small businesses
The U.S. Postal Service is reaching out to small-business owners this month, using the U.S. mail to promote its new “Guide to Mailing for Businesses and Organizations.”
The 94-page book, introduced in April at the National Postal Forum in New Orleans, was produced as part of the agency’s transformation plan. The book had an initial press run of between 1 million and 1.5 million copies, and about half of those are being sent to customers and prospects in a direct mail package created by Draft/Campbell-Ewald, the Postal Service’s agency of record.
Two hundred thousand packages, which include the guide and a customized cover letter, will be sent to new permit holders and new mailers with addresses on file at the USPS. Another 300,000 copies, with a different version of the cover letter, will be sent to prospective customers. The prospect names will be derived from segmentation analysis of the Postal Service’s in-house database and D&B Inc. data.
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