The U.S. Postal Service is easing the rules on simplified addressing, a move that is expected to help small businesses who don't use the mail because it's too expensive. Simplified addressing lets business use delivery route information instead of exact names and addresses to reach target customers in a specific geographic area.
It can lower costs for businesses by reducing mail preparation time and eliminating the need to purchase address lists. The format, long a staple for government mailings and on rural routes, will be expanded for use on saturation flat-size mail and irregular parcels delivered on city routes. The change goes into effect Jan. 2.
“Simplified addressing will help local small and midsize businesses as well as large businesses drive more traffic and attract new customers,” said Paul Vogel, president and chief marketing/sales officer of the U.S. Postal Service. “This can help strengthen the U.S. economy as well as our organization.”
The simplified addressing option enables businesses, in most instances, to address mail to “Postal Customer” when complete coverage of a delivery route is intended.
“Simplified addressing will serve as the on-ramp for many small businesses trying to reach their audiences within a specific geographic range,” Vogel said. “It will allow them for the first time to take advantage of the most effective marketing channel there is -- direct mail .”
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