The United States Postal Service is pulling out all the stops to convince business leaders and advertisers that direct print mail marketing is an untapped and enormously effective promotional channel.
This week, U.S. Postmaster General Patrick Donahoe told audience members at the National Postal Forum in San Diego, California, that three in four businesses are not using mail as a part of their overall marketing platform.
"Advertising firms make a lot of the decisions for their clients and they often don't think of direct mail," Donahoe said, according to PrintWeek magazine. "The people who make the marketing decisions in America have to get just as excited about the creativity of a mail piece as they do about a digital offering, or a television or radio advertisement."
The USPS is also pushing to end mail delivery services on Saturdays, citing how most households are often too busy to read their mail on these days.
Earlier this week, the postal service moved to recognize an Ohio ad firm by awarding it with the Marketing Achievement in Innovation and Leadership Award for a unique direct mail campaign.