The U.S. Postal Service: A Secret Weapon for Direct Mail Marketing

In an era dominated by digital marketing, the U.S. Postal Service (USPS) remains a powerful ally for savvy marketers looking to stand out by taking advantage of all it has to offer. (At least for now; the new administration is again talking about privatizing the entity, which could change its offerings dramatically.) While many take the USPS for granted, its innovative tools and services offer unique opportunities for businesses to create impactful direct mail campaigns. From advanced targeting options to seamless integration with digital platforms, the USPS is enabling marketers to leverage direct mail in ways that are more effective than ever.

Bridging Physical and Digital: Informed Delivery

One of the USPS's most innovative offerings is “Informed Delivery,” a service that bridges the gap between physical mail and digital marketing. With more than 33.6 million users and growing, Informed Delivery allows consumers to preview their incoming mail digitally before it arrives via email or an online dashboard. For marketers, this means every direct mail piece can now include a digital touchpoint. Businesses can create interactive campaigns with representative images, ad banners, and clickable calls-to-action (CTAs) that link directly to landing pages or offers. This dual-channel approach not only increases impressions but also provides valuable insights into open rates and click-through performance, helping marketers optimize their campaigns for better ROI.

Reaching Every Household: EDDM

Another standout USPS service is Every Door Direct Mail (EDDM), which allows businesses to target entire neighborhoods or specific geographic areas without needing a mailing list. EDDM is particularly appealing for small and local businesses looking for cost-effective ways to reach potential customers. By selecting postal routes through an easy-to-use online tool, businesses can send postcards, flyers, menus, or coupons to every address in their chosen area. This approach eliminates the need for expensive mailing lists and permits while ensuring maximum reach at a lower cost per piece compared to traditional direct mail campaigns.

For example, a local restaurant could use EDDM to promote a new menu or special event by targeting nearby residents, while a retail store could announce a grand opening or seasonal sale. The simplicity and affordability of EDDM make it an invaluable resource for businesses of all sizes.

Why Savvy Marketers Are Turning to USPS

Direct mail continues to outperform many digital channels in terms of response rates, boasting rates of 5 to 9 percent compared with less than 1 percent for email marketing. The physical nature of direct mail creates a lasting impression on recipients, with studies showing that 75 percent of business mail stays in homes for over four weeks and is revisited multiple times.

By leveraging USPS tools such as Informed Delivery and EDDM, marketers can amplify these benefits while integrating direct mail into omnichannel strategies. Additionally, USPS services are designed with ease-of-use in mind. Whether it's bundling and preparing EDDM mailings or setting up an interactive Informed Delivery campaign, the USPS provides user-friendly tools that simplify campaign execution while delivering measurable results.

USPS's Commitment to Sustainability: A Marketing Advantage

The USPS's commitment to environmental responsibility adds another compelling reason for marketers to choose direct mail. Through its National Recycling Operation, the postal service recycled more than 500,000 tons of materials in 2023 alone. Additionally, the USPS's "Deliver Green" initiative includes one of the largest alternative-fuel vehicle fleets in the country, with plans to transition to 100 percent electric delivery vehicles by 2035.

For marketers, this environmental commitment translates into tangible benefits. The USPS's BlueEarth program offers free recycling for marketing mail materials, making it easier for businesses to promote their sustainability efforts to increasingly eco-conscious consumers. Furthermore, the postal service's provides guidelines and certifications for sustainable packaging, helping businesses align their direct mail campaigns with their environmental goals.

‍Some key sustainability initiatives that benefit marketers include:

• USPS's Eco-Friendly Mail Task Force is creating guidelines for sustainable direct mail design

• Address-accuracy tools that reduce waste from undeliverable mail

• Intelligent-route planning that minimizes delivery carbon footprint

• Partnership programs with environmentally certified paper manufacturers.

When combined with PFL's own sustainability practices, such as our PrintReleaf certification and wind-powered facility, marketers can confidently promote their use of environmentally responsible direct mail to increasingly eco-conscious consumers. Studies show that 72 percent of consumers are more likely to respond to marketing materials that emphasize environmental responsibility, making this a powerful selling point for direct mail campaigns.

Unlocking the Full Potential of Direct Mail

For innovative marketers willing to explore beyond traditional methods, the USPS offers a plethora of opportunities to elevate direct mail campaigns. By combining physical mail's physical impact with digital integration, businesses can create highly targeted, cost-effective campaigns that drive engagement and deliver results.  

As more consumers become overwhelmed by digital ads, direct mail's ability to stand out becomes even more valuable. Marketers who embrace the USPS's readily available and, for the most part, easy to use tools will not only capture attention but also build stronger connections with their audiences—proving that sometimes, traditional methods paired with modern innovation can deliver extraordinary outcomes.