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.”