The U.S. Postal Service dropped the first wave of a ‘flip book’ format mailing piece on Friday.
The 75,000 piece mailing is targeting large businesses that use more than one channel to communicate with their customers, said Arnel Kasmally, a vice president and account director for Draft, the USPS’s agency.
The self mailer has hand glued pages which, when flipped, show a consumer looking into their mailbox, seeing their mail and then taking their mail out. The concept is to highlight why direct mail is an effective customer relationship marketing tool.
“The postal service encourages use of direct mail as a product,” said Kasmally. “One of the things we’ve been trying to do is push the envelope with how creative mail can be, [and show that] it doesn’t have to be an number 10 envelope.”
Return on investment will be judged on increased mail volumes from new or existing customers, he said. The mailing is part of an ongoing business-to-business marketing initiative by the USPS.
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