The Personalization and Volume Trade-Off: A Future Without Saturation Mail?

Michael D. Bradley and Adam C. Houck ()
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Michael D. Bradley: George Washington University
Adam C. Houck: IBM Global Business Services

A chapter in The Changing Postal and Delivery Sector, 2017, pp 67-78 from Springer

Abstract: Abstract High density, saturation advertising mail is a significant revenue source for the United States Postal Service (USPS), totaling $3.03 billion in Fiscal Year 2015. However, the revenue generated by these saturation products is at risk as they run contrary to the contemporary and cutting-edge marketing techniques that use analytics to send highly targeted messages to granular segments of individuals to maximize response rates per mail piece. Indeed, the future might demand quite a significant evolution from the imprecise, carpet-bombing approach of traditional saturation mailings.

Keywords: Incremental Cost; Cost Driver; Saturation Volume; Direct Mail; Advertising Message (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:topchp:978-3-319-46046-8_5

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DOI: 10.1007/978-3-319-46046-8_5

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