Ed Note: A Big-Time Test
Like the United States Postal Service, UPS also is dealing with lower package volumes and may be able to bring in more revenue through this experimental channel. But how will prospects react? UPS believes people are more receptive to offers right now, and it's targeting "high-opportunity consumers" who use UPS regularly. Plus, it cleverly made these offers appear as "premium" as possible, with major brands participating.
The goal? To have a CPM comparable or less than an equivalent piece of direct mail, naturally.