The US Postal Service said December 21 that it will ease its rules on simplified addressing to allow businesses to use the format for city delivery routes. The agency said the move will help it raise revenue and save small businesses money at the same time.
The decision will lower costs for businesses by reducing mail preparation time and eliminating the need to purchase address lists and on-press printing, said the Postal Service. After the move goes into effect, business mailers will be able to address mailpieces to “postal customer” for complete coverage of postal routes, according to the USPS.
The simplified addressing will enable business mailers to use mail delivery route information, instead of exact names and addresses, to reach target customer groups in specific areas as of January 2, 2011. Businesses will be able to use the format for saturation flat-size mail pieces and irregular parcels. Saturation mail is used to reach every address in a geographic area, while flat-size mail includes large envelopes and fliers often used for advertising, according to the USPS.
“This will enable businesses to cost-effectively communicate with their target marketing area by mail, while eliminating major barriers to entry,” said Thomas Foti, manager of marketing mail at the USPS, via e-mail. “By reducing barriers to entry, we hope to drive new volume and revenue from new mailers who may have previously excluded a mailing solution for their advertising needs.”
The decision could convert small businesses into new USPS customers, said Foti.
“Small business marketers with limited budgets are currently engaging with customers and prospects via various advertising media and electronic channels,” he said via e-mail. “Many of these businesses are potential mailers who see mail as too complex and too expensive.”