We deal with it constantly when we check our mail, the endless array of direct mail (junk mail) pieces that end up going in the trash.  Now, what if that mail was delivered directly to you?  Would you take the time to look through it?  UPS thinks so and is testing a new service called UPS Direct to Door.  In the five test markets which include Chicago, Dallas/Fort Worth, Miami, Phoenix and Washington, D.C, UPS drivers are delivering small boxes filled with about 12 premium offers and samples to targeted consumers. More than a dozen brands, including Bed Bath & Beyond, FTD.com, Sephora and Zappos.com, are onboard for the pilot program.

The move by UPS is especially interesting considering the current focus on digital delivery systems and a direct mail industry that is expected by some experts to decline 39% over the next five years to $29.8 billion.  However, the company is counting on what they view as their secret weapon, its drivers.  This rational makes sense in a time where many families know their driver by name and many place a premium on customer service.  Lisa Lynn, director of UPS new product development was quoted as saying, “We can leverage the familiarity and trust people place in us to help our customers grow their businesses.” 

This taps into the motivation of the consumer by focusing on the delivery source of the information or offers being provided.  The advertising brands are banking on the attractiveness of the UPS drivers in terms of their familiarity to increase the motivation of the consumer to use the offerings provided.  When considering the match-up-hypothesis, where the source must be appropriate for the product, UPS is a natural fit for entry into the direct mail arena and possible success in breaking through the clutter with a personal touch.  This leads us to another benefit, less waste!  In a time where going green is the thing to do, personalizing the delivery system encourages use and decreases the likelihood the offerings end up in the trash.  Time will tell if UPS is successful with their direct mail focus and if the benefits to the advertisers, consumers, and environment are significant.

http://www.adweek.com/aw/content_display/news/nontraditional/e3ife9d9d88fcefbcdc37401a3f71d837d5