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The Personalization and Volume Trade-Off: A Future Without Saturation Mail?

In: The Changing Postal and Delivery Sector

Author

Listed:
  • Michael D. Bradley

    (George Washington University)

  • Adam C. Houck

    (IBM Global Business Services)

Abstract

High density, saturation advertising mail is a significant revenue source for the United States Postal Service (USPS), totaling $3.03 billion in Fiscal Year 2015. However, the revenue generated by these saturation products is at risk as they run contrary to the contemporary and cutting-edge marketing techniques that use analytics to send highly targeted messages to granular segments of individuals to maximize response rates per mail piece. Indeed, the future might demand quite a significant evolution from the imprecise, carpet-bombing approach of traditional saturation mailings.

Suggested Citation

  • Michael D. Bradley & Adam C. Houck, 2017. "The Personalization and Volume Trade-Off: A Future Without Saturation Mail?," Topics in Regulatory Economics and Policy, in: Michael Crew & Pier Luigi Parcu & Timothy Brennan (ed.), The Changing Postal and Delivery Sector, pages 67-78, Springer.
    • Handle: RePEc:spr:topchp:978-3-319-46046-8_5
    DOI: 10.1007/978-3-319-46046-8_5
    as

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