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Posted at 03:20 PM ET, 03/20/2012

Post Office aims to help small businesses send direct mail

The U.S. Postal Service has been losing money for years and recently announced it will consolidate or eliminate more than 35,000 jobs. Now officials think growing the agency’s small business customer base might be one way to get back in the black. On Tuesday, the Post Office
(Mark Wilson - GETTY IMAGES)
announced a new program that aims to simplify direct-mailing for small companies by allowing them to send flyers and mailers without having the exact addresses of their target audience.

Every Door Direct Mail allows a business owner to punch in an area code, or simply circle it with a mapping tool, and send its mailers to every house and/or business in the area. They can drop off the mailers at the Post Office, and the pieces are funneled to the correct carrier route.

Post Office spokeswoman Patricia Licata said research the agency conducted found that a majority of small businesses weren’t using direct mail — primarily because they find it complicated.

“We thought this was a growth opportunity for us,” she said. A six-month trial run of Every Door generated $153 million in revenue, she added.

Licata said Every Door is an improvement over the previous system, when businesses needed correct addresses for direct-mail contacts and were required to hold a permit for sending out reams of flyers and the like.

“This takes the scary out of mail,” she said.

By  |  03:20 PM ET, 03/20/2012

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