Direct Post

With the increasing commercial activity in India, the need for Direct Advertising of their products and services by the business organizations is growing. Direct Mail, which can be defined as ‘printed matter usually carrying a sales message or announcement designed to elicit a response from a carefully selected consumer or business market’ is the most potent medium for Direct Advertising. In the advanced countries, Direct Mail now constitutes a pre dominant portion of mail traffic handled by Postal administrations. Direct mail can be both addressed as well as un-addressed. Direct Post is the un-addressed component of Direct Mail, and would comprise of un-addressed postal articles like letters, cards, brochures, questionnaires, pamphlets, samples, promotional items like CDs/floppies and Cassettes etc., coupons, posters, mailers or any other form of printed communication that is not prohibited by the Indian Post Office Act 1898 or Indian Post Office Rules 1933

The Direct Post has been introduced by Department of Posts vide its OM no. 39-01/2001-BDD dated 2nd June 2005.

The price for the Direct Post articles is as follows:

Per Article for 1st 20 gms Per article (for every additional 20 gms or part thereof)
Local Inter City
Price of 1 Direct Post article INR 1.50 INR 2.00 For both local and inter-city articles

Where Direct Post articles are tendered in quantities of over 50,000, a discount to the sender, or commission to the concerned advertising agency, of 5% would be admissible.

Conditions :

  • Only un-addressed postal articles like letters, cards, brochures, questionnaires, pamphlets, samples, promotional items like CDs/floppies and Cassettes etc., coupons, posters, mailers or any other form of printed communication that is not prohibited by the Indian Post Office Act 1898 or Indian Post Office Rules 1933.
  • A minimum quantity of 1000 pieces can be accepted under the 'Direct Post'.
  • Articles to be accepted have to be such that they do not exceed the length and width of an A3 size paper.
  • Articles posted as 'Direct Post' will bear no address or name on the communication. These will be accepted in bulk in designated offices and will not be posted in a letter box.
  • In case of articles meant for delivery in other towns, Direct Post articles would be accepted in PIN Code wise bundles.
  • The Direct post articles cannot be sent outside it can sent only within India
  • Any person or organisation can avail of Direct Post. However, some of the organizations and the beneficial uses of direct Post by them, have been tabulated below:

Direct Post is for:

Sl.
No.
Direct Post User Group Target audience of Direct Post User Group Purpose of using Direct Post
1. Manufacturing Sector Office Equipment suppliers Selected Institutional buyers New Products, Infomercials, Promotion campaigns
2. Services, Telecom, Financial, Banks, credit cards, insurance, Books, Food Selected audiences tailored to each sector’s requirements New Products,Service updates, Promotion campaigns
3. Local Services Local – Mass Services Promotion campaign
4. Coaching Institutes Local mass coverage Promotion campaign
5. Consumer Goods companies Mass markets – Regional/National Coupon campaigns
6. Government Departments – e.g. Health, Social Welfare, Environment, Revenue and taxation Departments etc. Municipalities Citizens,Institutions,Regional/national Awareness
7. Public Utility Departments, e.g. Electricity, water utilities Users of the utilities, Local Awareness Information
8. NGOs – specially in the areas of community health, social awareness etc Citizens Local/Regional Awareness Community action
9. Departmental Stores Citizens Local Promotion, Information
10. Religious Institutions Devotees Regional/National Promotion, Information
11. Political parties Citizens Local/Regional/National Information, mass contact, campaigning

Other relevant facts :

  • The senders of Direct Post can specify the numbers and areas, in which the sender wishes the Direct Post articles to be distributed. However, no commitment would be given for delivery of the article to any particular address or a person.
  • The sender would be informed that the articles handed over by him had been delivered according to his instructions.
  • In case the sender desires the articles to be printed, or requires any other pre-mailing activity, this could also be provided on payment under the business post, separately. Though these activities can be combined with Direct Post, they do not form part of the product 'Direct Post'.

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