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Retailer uses First-Class Mail to boost business

Sterling Jewelers
Sterling Jewelers, parent of Kay Jewelers and other brands, relies on First-Class Mail to promote its products.

When it comes to marketing, you often get what you pay for.

Just ask Sterling Jewelers Inc., which relies on First-Class Mail to promote its products.

“First-Class Mail … allows us to communicate one-on-one with our customers,” Rachel Korland, the company’s mailing list manager, says in a new Postal Service video. “It’s worth the extra money for us because the response and the results are significant.”

Sterling, whose brands include Kay Jewelers and Jared the Galleria of Jewelry, sends postcards, self-mailers and other pieces. The company’s research shows customers respond more to mailings than other types of promotional media.

“We can very, very carefully understand what worked, what didn’t work, what we want to change for our next promotion,” Korland says.

First-Class Mail also sends the right message to customers, she says.

“When they see First-Class, that has a perceived value to the customer. They know that is an important piece of mail. It’s specifically targeted to them.”

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