The U.S. Postal Service aims to direct advertising mail better from dentists, pizza parlors and real estate brokers to prospective customers to stem anticipated annual losses of as much as $18.2 billion by 2015.
The Postal Service announced today that it will make permanent a year-old project to let small businesses micro-target areas without having to label each piece of mail with a specific address.
The effort will generate $1 billion in revenue by 2016, Paul Vogel, chief marketing officer of the Washington-based service, said at a press conference.
“It has to be affordable,” Vogel said. “It has to demonstrate a return on investment.”
The Postal Service is targeting the 54 percent of small businesses that advertise and don’t use direct mail.
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