Usps direct mail advertising3/23/2023 ![]() USPS receives no tax dollars for operating expenses and relies on the sale of postage, products and services to fund its operations.īentley University is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader with the technical skills, global perspective and ethical standards required to make a difference in an ever-changing world. Postal Service (USPS) delivers 47 percent of the world’s mail, serves 157.3 million points of delivery six days a week and makes more ecommerce package deliveries to homes than any other U.S. Read About Another Bentley Industry Partnership - HubSpot “I never imagined all the creative and innovative ways you can reach people with direct mail - strategies I’ll be able to use when I go to work after graduation.” “It’s amazing that as students in a classroom, we’re able to offer recommendations to an organization as well-known as the U.S. “Our partnership with Bentley University will be a springboard to other universities around the country, allowing us to highlight the value and importance of direct mail marketing to today’s students who will be tomorrow’s marketing professionals.”Ĭross recently travelled with a group of Bentley students from the class to San Antonio, Texas, to talk about their collaboration with the Postal Service as featured speakers at the National Postal Forum, a conference attended by thousands of professionals in the mailing and shipping industry.Īndrea Simon ‘19, a Marketing major, was part of the group. ![]() ![]() ![]() “These students are reviving direct mail and how we teach people to use it,” says Victoria Stephens, director of mailing services for the Postal Service. Read About a Direct Mail Project That Students Did for a Small BusinessĪs part of the partnership, the Postal Service also collected ideas from Bentley students on how to update the direct mail certification program it offers to companies and make it applicable for younger workers. Executives from several companies - including the global advertising firm McCann, the printing company RR Donnelley, and the paper company Sappi - share direct mail best practices to give the students real-world perspectives. Students in the class learn about direct mail technologies and strategies and participate in hands-on learning projects in which they create direct mail campaigns for small businesses. They should all be part of an integrative marketing approach.” “Modern marketers including our students need to know how to use direct mail just as much as they need to know about social media, digital and print advertising. “Direct mail remains a $47 billion dollar industry,” says Ian Cross, director of Bentley’s Center For Marketing Technology, who worked with the Postal Service to develop the class. The Postal Service plans to use this unusual partnership between industry and higher education as a national model, taking the course developed at Bentley to other universities across the country to demonstrate the value of direct mail. Marketing students at Bentley are learning firsthand about the power of paper through a new class on direct mail marketing that was created with input and participation from the United States Postal Service. Consumers are more than three times as likely to respond to a direct mail campaign than a digital campaign - 5.3 percent compared to 1.6 percent - according to the Data and Marketing Association. While marketing via social media, mobile devices and email has skyrocketed, direct mail - those advertising letters, postcards and other mailings you receive in the mailbox - is actually more effective. How powerful of a marketing tool is direct mail in today’s digital world? Very powerful.
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