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E-COM: The $40M USPS project to send email on paper
The USPS offered to print your email for you. Only spammers said yes.
So among the newly christened USPS’s first acts was to open an Advanced Service department and hire ex-Peace Corps analyst Gene Johnson to run it and decide how mail of the future should look. And despite that implicit subsidy, and full-page ads across major magazines, the limitations—no custom font, no letterhead, no return envelopes, and no fewer than 200 recipients per post office—kept early adopters like Shell Oil from using E-COM. Of the 15 million E-COM messages the Postal Service delivered its second year in operation, “between one-half and three-fourths” were sent by Automotive Incentive Development Co., a direct-mail advertiser, according to a Washington Post investigation.
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