Direct results

Jo Eichelberger

The Postal Service’s new “marketing impact calculator” recently helped persuade an Iowa advertising firm to use direct mail more frequently, generating more than $430,000 in revenue for USPS.

The sale began when Hawkeye District Sales Executive Jo Eichelberger noticed the firm was sending direct mailings on a limited basis.

Eichelberger and District Sales Manager Dan Doyle met with the firm’s executives and used the calculator to demonstrate the cost-effectiveness of direct mail. (Businesses aren’t named in sales stories to protect the Postal Service’s competitive advantage.)

“Though many companies and organizations are aware that direct mail marketing can offer a boost to their marketing return on investment, the marketing impact calculator supports the concept by providing the numbers,” Eichelberger said.

The firm decided to reallocate a much larger portion of its marketing budget for direct mail through USPS.