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USPS ends Mail Works Guarantee direct mail test
According to BtoB Magazine….
Washington, D.C.—The U.S. Postal Service has decided it will pull the plug on its Mail Works Guarantee test.
Mail Works Guarantee, launched in 2011, suffered from high barriers to entry: To participate, advertisers were required to have ad budgets of at least $250 million but little previous involvement in direct mail. If participants then boosted their direct mail by more than 500,000 pieces but failed to meet mutually agreed-upon metrics of success, USPS guaranteed a postage refund of up to $250,000.
“However, during the first year of the test, no customers committed to using the mail in a way that would qualify for MWG,” the USPS said in a statement. “Accordingly, the Postal Service will not pursue the MWG market test any longer.”
USPS said it remains committed to testing the feasibility of “new products and ideas.”
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