Tuesday, March 8, 2016

USPS Debuts Site Promoting Political Direct Mail

The U.S. Postal Service has jumped into the election frenzy with a new website, DeliverTheWin.com, to provide political campaigns with guidance on how to best use direct mail for fundraising and voter impact. The site is part of a broader effort by the USPS to raise awareness of mail during this year’s elections, along with partnerships with industry trade groups and publications. The site touts direct mail effectiveness, for example citing USPS research showing 79% of households either read or scan the advertising mail they receive. More significantly, it alerts political mailers to USPS promotions for digitally advanced mail, such as use of mobile-scanned augmented reality (AR) apps, QR codes and near field communication (NFC), as well as personalized urls (PURLs). The site also promotes use of sensory/dimensional design to win mailbox attention,  the postal savings of its Every Door Direct Mail program for geographic targeting, and its Address Quality Analysis (AQA) to improve deliverability. Check out the website at http://www.deliverthewin.com/

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