The U.S. Postal Service is in hot water again, this time for offering deep discounts to one of the largest direct mail companies in the world. The Postal Regulatory Commission is reviewing a controversial deal reached by the USPS and Valassis Direct Mail, which opponents claim could offer Valassis a monopolistic advantage. More than two dozen members of Congress from both parties, led by House of Representatives Oversight Committee Chairman
Darrell Issa (R - Calif.), wrote to Postmaster General
Patrick Donahoe with concerns about the Negotiated Services Agreement (NSA) that the USPS inked with Valassis in April....
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Every part of the direct mail life cycle has potential for achieving environmental, economic and social benefits—from mail piece design and mailing list preparation to post-delivery management. But to effectively green the mailing process, the best place to start is list maintenance and target marketing. The following mailing processes are not only green, but make good business sense and have the potential to get any direct mail campaign off to a great start.
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For approximately the past year, the U.S. Postal Service has offered an innovative program called "Every Door Direct" that is designed to convince more small businesses to use direct mail for household geo-targeting. I love it. While social and mobile are all the rage—so, too, is "local"—and direct mail marketing, among other channels, is a powerhouse for local advertising. Mail pieces may be addressed to "Our Neighbors at Fill-in-the-Address"—as are some of the offers I receive from larger mailers—but "Every Door Direct" mail is relevant to me since, for the most part, they represent businesses close to home, in the neighborhood where I do 90 percent of my shopping.
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