After a successful and collaborative two-year market test with the United States Postal Service (USPS), PlusOne – Valpak’s stand-alone postcard – was recently approved by the Postal Regulatory Commission (PRC) as an official USPS product.
Valpak was on the ground floor of the PlusOne market test, partnering with the USPS and driving results for participating clients. PlusOne Postcard offers advertisers a streamlined, trackable marketing solution powered by Valpak’s local sales network and best-in-class data-driven targeting for a customized program.
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According to the USPS file: “Plus One has demonstrated an efficient and simple operational implementation, indicating its ability to financially enhance the Postal Service’s business model, solidify Post’s presence in existing markets while facilitating expansion into new markets, and demonstrate the Postal Service’s willingness to innovate around core mail products. By offering an improved mail channel, Plus One increases impressions for advertisers and provides a portal for small businesses…”
Thanks to its ongoing partnership efforts with USPS, Valpak has leveraged PlusOne as a cost-effective way to increase circulation and frequency across its product portfolio. The popular Blue Envelope has grown more than 15% in volume since PlusOne began market testing in October 2019, with individual postcards and digital advertising solutions expanding as well.
Valpak continued to invest in innovation and launched USPS-informed delivery with fully optimized graphics, URLs, and tracking for all PlusOne postcards. Informed Delivery is a free USPS service that allows consumers to preview their scanable mail and manage package delivery before items reach their mailbox, sending preview images directly to their mobile devices via email and an easy-to-use dashboard.
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Benjy Uhl, Executive Vice President of Audience and Product Development at Valpak, said, “By expanding Valpak’s PlusOne Postcards into the digital and email space, small businesses easily build multi-channel campaigns. These turnkey solutions eliminate marketing friction and help advertisers get their message across without bother.”
As companies explore more ways to connect with their coveted families, Valpak is expected to set a record year. For Valpak, success goes beyond growth in size and circulation; It is also reflected in the number of customers who thrive due to additional consumer traffic and end consumers who are taking advantage of better offers in their mailboxes.