Money-Back Guarantee Fails to Draw U.S. Corporations into Direct Mail
Offering a money-back guarantee for major corporations to try out direct mail campaigns has not proven successful for the U.S. Postal Service. It launched the “Mail Works Guarantee” trial in June 2011 with the hope of giving cast-iron proof to large potential customers that direct marketing through the mail brings a good return on investment for the average marketing dollar.
But alerting regulators to the end of the trial, USPS conceded that its offer was not taken up by any suitable corporations.
USPS had been hoping for as many as 16 major advertisers…those firms that spend at least $250 million a year