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Concept
Advertising mail
Résumé
Advertising mail, also known as direct mail (by its senders), junk mail (by its recipients), mailshot or admail (North America), letterbox drop or letterboxing (Australia) is the delivery of advertising material to recipients of postal mail. The delivery of advertising mail forms a large and growing service for many postal services, and direct-mail marketing forms a significant portion of the direct marketing industry. Some organizations attempt to help people opt out of receiving advertising mail, in many cases motivated by a concern over its negative environmental impact.
Advertising mail includes advertising circulars, plastic mailers, coupon envelopes (Money Mailer, Valpak), catalogs, CDs, "pre-approved" credit card applications, and other commercial merchandising materials delivered to homes and businesses. It may be addressed to pre-selected individuals, or unaddressed and delivered on a neighbourhood-by-neighbourhood basis.
Postal systems offer lower rates for buyers of bulk mail permits. In order to qualify for these rates, marketers must format and sort the mail in specific ways – which reduces the handling required by the postal service.
Income from advertising mail represents a significant and growing portion of some postal services' budgets, and it is a service actively marketed by them. In the United States, ad mail dollars decreased from 80.9 billion in 2013. A study by Boston Consulting Group predicts that overall share of ad-spend in the USA will increase from 11% in to 12% by 2020. In Canada, addressed and unaddressed advertising mail accounted for 20% of Canada Post's revenue in 2005, and the share is increasing. Postal services employ the terms advertising mail, admail, and direct mail, while avoiding and objecting to the pejorative term junk mail.
The United States Postal Service offers a direct mail service known as Every Door Direct Mail, that provides resources allowing businesses to target, design, print and mail to specific households without needing to know the addresses.
Source officielle
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