USPS to make simplified address direct mail trial permanent
The US Postal Service is asking regulators to allow its simplified direct marketing service for small businesses to become a permanent offering.
The Every Door Direct Mail service has proved successful since the start of trials last year, USPS told the Postal Regulatory Commission as it filed a request to add the programme to its portfolio of market-dominant products.
EDDM allows small businesses to use Standard Mail to send out advertising materials to every residential address on a carrier route, sending out up to 5,000 mailpieces at a time without requiring a mailing permit.
The key to the success of the saturation mail service is the ease with which an SME can select which carrier route or routes in which to distribute marketing materials through an online tool. Items are then dropped off at the customer’s local post office.
Along with simplified rules, EDDM is seen as an important way to bring onboard small businesses who have not used the mail as a marketing channel before because they lack staff with specific direct marketing skills.
[Read more at Post&Parcel]