usps | pcc | insider

August 28, 2009


Editor’s note: The Postal Service’s Summer Sale program has been a popular choice for many business mailers who use direct mail to connect with customers. DirecTV is one of the more than 1,200 companies who registered to participate and take advantage of the price breaks being offered.



Discussing the Summer Sale are (from left) Verneen Seals, manager, USPS Shipping and Mailing Solutions, Los Angeles District; Amanda Donahue, senior manager, Direct Marketing, DirecTV; and Penny Augustine, senior account manager, Los Angeles District.

First comes summer, then comes football season. For DirecTV, the direct broadcast satellite service based in El Segundo, CA, the Postal Service’s Summer Sale couldn’t have arrived at a better time.

The program, which began July 1 and ends Sept. 30, provides a 30 percent rebate to eligible mailers who generate Standard Mail volumes above a mailer-specific threshold. The certification deadline is Aug. 31.

“In this challenging financial landscape, the Postal Service is getting creative,” says Amanda Donahue, senior manager of direct marketing for DirecTV. “The USPS Summer Sale will provide DirecTV and other major mailers with a couple of tremendous business opportunities and benefits.”

With postage delivery costs making up nearly 70 percent of DirecTV’s direct mail marketing budget, a 30 percent savings “will allow us to increase our reach to more qualified prospects with our premier television programming offers,” says Donahue. “A second key benefit of the savings is we can add one or two more tests to our direct mail mix in the critical summer NFL Sunday Ticket sports season.”

Aside from the pure cost savings, the USPS Summer Sale has resulted in increased collaboration on two fronts. “The Postal Service has shown its ability to engage and develop mutually beneficial programs with its key constituencies,” says Donahue. In addition, she says, the Summer Sale “has provided me with an unexpected advantage — I was able to bring together colleagues from DirecTV’s other major divisions, including apartment, commercial and affinity groups. Together we were able to coordinate their individual mailing programs to receive substantial savings, share learning and improve overall program results.”

Looking for value? Direct mail delivers.



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