The campaign’s main element is a full-color, self-mailer measuring 6-by-9-inches, printed to look like an official dossier with multiple tabbed pages inside. It is headlined "Marketing Intelligence for Direct Marketers," and features mini-direct-mail case histories from companies including Dell and AT&T.
The piece also pitches two free offers via a business reply card: a DVD titled "Results-Driven Marketing in a Down Economy," with additional case studies and direct-mailing tips, and a $5 "premium-brand" coffee card. The DVD and coffee card also are available on a personalized URL customized with the recipient's name.
In exchange for the free offers, the Postal Service asks recipients for information about their marketing plans, presumably to customize follow-up direct-mail promotional efforts.