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The USPS Direct Effect Program teaches students about the power of marketing mail

Direct mail is one of the most powerful and trusted tools an advertiser can use to connect with the American public. But every year, thousands of marketing students graduate without ever learning how to use one of the most effective channels available to them.

The irony is striking. Direct mail consistently delivers higher response rates than digital channels for many campaigns. Yet in most marketing programs, it barely appears in the curriculum. Students learn about social media analytics, email segmentation and conversion funnels — all valuable skills — but many graduate without understanding how to build an integrated campaign that combines physical mail with digital touchpoints.

Direct Effect teaches students the fundamentals of direct mail, how to use it to influence consumer behaviors. Students learn about driving traffic to a retail location or a website as well as more complicated uses of mail in integrated marketing campaigns.

Giving Tomorrow’s Marketers the Competitive Edge – Postal Posts

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