“We’re talking about a national program where a company can take a look at direct mail from a 30-state or more perspective and say, ‘Can I reach more customers?’” Kelley said.

The postal service is planning to woo businesses and direct marketers with rebates and discounts to increase advertising mail.

Marketing studies do appear to back the idea that “junk mail” actually works.

“About 60 percent of Americans will act upon a hard copy piece of mail,” he said.