‘Every Door Direct’

A new revenue opportunity for your newspaper

By Mitzi B. Welborn
Mailing Solutions Specialist
U.S. Postal Service

With Every Door Direct Mail® service from the U.S. Postal Service®, potential customers can reach the customers who matter most to your business – in nearby neighborhoods. Postage will be as low as $.170 – and you won’t even need to know individual names or street addresses. You can simply identify the neighborhoods you want to target, and your printed piece is delivered to every active address in that target area.

You probably have seen that paragraph on websites, in print media, on television and heard from carriers and/or Postmasters many times. When it was initially launched, many printers and list providers saw the program as competition and not as an opportunity.

However, since then, many of them have become the Postal Service’s biggest sellers of Every Door Direct Mail. Some of the biggest online printers have embraced this program and are offering turnkey programs to both small and large business customers.  Franchise printers like The UPS Stores, PostNet Stores, Minuteman Press, and Allegra printing have added Every Door Direct Mail to their sales menu, along with many others.

If you have not considered “Every Door Direct Mail” as another tool in your advertising arsenal, it is not too late.

Many newspapers throughout the country have added this product offering to their advertising portfolio. They have presented it to new businesses that want to introduce themselves to the community or promote a one-time event to a specific targeted area. It is great for announcing new store openings, sales, or other major events in solo or in conjunction with their newspaper advertising.

For weekly newspapers, it allows you to offer a marketing program to potential clients who want the flexibility of distribution on the days that your newspaper is not in the home. You can sell it to your business customers who want to reach homes during the week for a weekend event.  The Postal Service’s new and enhanced website provides everything that you need to execute your customer’s request, except the printing and newspapers can handle the rest.

As a trusted member of the community, you can offer the personal touch that many of your customers like. Newspapers are rooted into the community which they serve. They are active participants in the communities. You know the demographics and the neighborhoods that your neighbors and neighborhood businesses would like to target. You have the printing capability to provide your customers with hands-on customer service that they have grown accustomed to.

Don’t let this new revenue stream for your company pass by. Learn more at www.usps.com/everydoordirectmail.

Mitzi Welborn may be reached at mitzi.b.welborn@usps.gov