USPS urges business owners to reconsider direct mail marketing

The U.S. Postal Service has been struggling in recent years, but the mailing service is reaching out to businesses across the country to remind them of how important and profitable direct mail marketing campaigns can be, the Skagit Valley Herald reports.

USPS will host "Grow Your Business" courses, which will offer general business advice as well as train entrepreneurs about the services available to them at these offices. By branching out to business owners in local communities, USPS is hoping to tap into the core of its customer base and further increase its reach.

"We think there's potential for growth just about everywhere, particularly with business customers," USPS spokesman Ernie Swanson told the paper.

The program is not just a baseless plea. USPS statistics show that 15 percent of all consumers who received one catalog from a company and 12 percent of those who received at least one letter or postcard from a company made a purchase on that business' website. Direct mailing lists can help companies of all sizes bridge the gap between brick-and-mortar locations and ecommerce.

Direct mail is also a "hyper-local way to reach out to customers," says the publication. Mailings allow marketers and business owners to target consumers in a specific area, therefore making their marketing investment far more efficient.