Washington, D.C.—The U.S. Postal Service, in an effort to nab a greater proportion of agency and corporate media spending, is introducing a postage-back guarantee program to encourage large advertisers to do more with direct mail.
The Postal Service's Mail Works Guarantee plan, to be launched May 16, will offer the program to a select number of advertisers whose ad budgets already total $250 million but have a relatively paltry commitment to direct mail.
Those companies that then mail between 500,000 and 1 million direct-mail first- or standard-mail pieces will be offered a $250,000 postage-back guarantee if their campaigns do not meet expected metrics. The test can run for up to two years, according to the Postal Service.