USPS Makes Direct Mail Easier for Small Businesses

Every Door Direct Mail is a product launched by the US Postal service in 2011 that allows local businesses to reach customers without needing their names or addresses. Users simply select the neighborhood, city or zip code they wish to market to, at a rate lower than that of traditional direct mailing services.

The USPS had added new features to their direct mailing service including the ability to pay using credit cards, improved search functionality on their website and an online map. One of the more groundbreaking improvements the post office has introduced is the ability to create mailing up to 30 days in advance of the mailing date.

Every Door Direct does not require mailing permits, and is available with a wide range of formats. Users can send oversized postcards, fliers, regular letters and other media formats via mail. At 16 cents per piece, it’s a cost-effective way to send coupons, menus and other promotional items to prospective customers.

“We learned a lot in the last year and a half about how to make the product better, but most of all, we learned just how much the small-business community would use a product that is affordable and easy to use,” said Gary Reblin, vice president, New Products and Innovation. “Local businesses have seen as much as 10, 20 and in some cases, more than 30 percent response rates on their Every Door Direct Mail — Retail campaigns.”

“Our data show that Every Door Direct Mail — Retail has been a great product to drive repeat business to the Postal Service, and it’s been a great product to drive repeat business to our small-business customers,” said Reblin.

Source: U.S. Postal Service