The United States Postal Service (USPS) will be conducting research into the effectiveness of direct mail product sampling for businesses, it has been announced.
USPS will be conducting the trial to assess how cost-effective and useful it is in transferring mailpieces into sales.
US marketers looking to utilize direct mail to connect with their customers may be interested to hear that 81 per cent of consumers are likely to purchase a product after receiving a free sample, according to a study by the Opinion Research Corporation.
Robert Bernstock, president of Mailing and Shipping Services, explained that many mailers offered trial-size sample products to their clients as a means of increasing interest in their services.
"Consumer packaged goods companies are always looking for new ways to build brand awareness for their products," he added.
"A large and growing industry, product sampling offers the postal service the potential for millions of dollars of added revenue."
In order to make the service even more tailored, organizations should consider purchasing list data to ensure they are able to target specific consumers by parameters such as their address data, age or gender.
Posted by Rachel Wheeler