The US Postal Service has made no secret that it is trying to replace some of the revenue lost to First Class mail decreases with more marketing mail. One large marketer, Chrysler, will launch a major direct mail campaign this year to commemorate the 70th anniversary of the Jeep, Pat Donahoe, postmaster general, said at the National Postal Forum in San Diego this week.
The Postal Service will also launch a postage-back guarantee to attract large businesses later this month, and the organization will kick off an ad campaign in September to reinforce that mail is an effective marketing medium.
And while ecommerce’s growth might seem like a natural fit to boost the USPS’ shipping volume, that’s more complicated than it sounds, said Paul Vogel, president and chief marketing and sales officer at the USPS.
“Eighty-five percent of people who use the Internet shop online,” he said at the National Postal Forum. “But they all want free shipping…so this means a lot of things, but we have to produce great service
