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More people opening up direct mail

As the new year begins, many marketing professionals are holding their proverbial breaths to see how changes at the United States Postal Service will affect their direct mail operations.

In a recent interview with Direct Marketing News, ValPak chief operating officer and executive Jim Sampey said that even though the USPS would be cutting back some of its service offerings, his company was still feeling positive about its future business options.

He added that nearly all people who received ValPak's coupon packages ended up opening them at some point and possibly spending money at the businesses.

"Direct mail is a trusted option for many local and small business owners who rely on direct mail to get customers in the door," Sampey told the source. "In addition, we are still seeing open rates of the envelope of 90 percent."

With tools such as web-to-print and address validation software, advertisers who want to reach out to a client base can do so without squandering resources.