The Wilmington News Journal ran an editorial last week backing Delaware Senator Tom Carper’s newly introduced iPOST postal reform bill. The piece served as a reminder to big mailers that constituents back home don’t have a full grasp of the issues at stake with the mails, and it’s the constituents who vote members into Congress.
From March 12, 2014: President Obama renewed his longstanding call to overhaul the U.S. Postal Service in his fiscal 2015 budget, saying the agency must be reformed to ensure its future viability. Obama recommended restructuring the Postal Service’s requirement to prefund the health care of retirees. His plan would defer the fixed payments due in 2014, and part of the payments due in the two years after that. Those payments would then be restructured into a 40-year amortization schedule starting in 2017. The proposal would provide more than $9 billion in relief to U.S. Postal Service through 2016.
Direct mail is one of most viable marketing channels available, according to the Direct Marketing Association (DMA). Direct mail continues to outperform electronic channels in acquiring new customers. In fact, statistics from the DMA comparing the performance of direct mail and electronic channels show consumers readily accept direct mail as a vehicle companies use to market their products and services. But most importantly, direct mail is measurable, and the return on investment (ROI) is strong.
Before marketers start believing the hype that all consumers plunk what they call “junk mail” and the industry terms “direct mail” straight into the circular file, they might want to take a look at the “Your ROI Is in the Mail” infographic from UnitedMail. Its data shows 70 to 80 percent of consumers open almost all of their mail, and that’s not the only stat in this research.
Chris Feltus writes, “How your list performs will determine your success (or lack thereof) to a large degree in real estate. Casting a broad, laser-focused net for lead generation may sound like an oxymoron, but as it turns out, at least in real estate, you can have your cake and eat it, too. Now I’m not trying to suggest direct mail is the only way to generate business, but for most of us, it’s one of the solid cornerstones.”
Often, less is more, and just because you can include a design element doesn’t necessarily mean you should. What you leave out can be just as important as what you put in, so it’s always a good idea to keep things as simple as possible, however complex the total mailing package.
The biggest advocate in Congress for reforming the U.S. Postal Service is taking yet another shot at fixing the struggling agency, and his latest effort is receiving mixed reviews from the key players involved in postal operations.
The average household receives two pieces of direct mail every day. That’s 12 a week and hundreds a year. How do you craft a mailing that not only stands out from the crowd, but also spreads a marketing message beyond the initial recipients? Here’s a handy checklist for creating buzz.
Jordan Alfonso writes, “We live in a digital world, point blank. I, being born in the early 1990’s, can hardly recall my pre-digital life. I reminisce with nostalgia upon the days where I had to dial up on AOL so that I could check and see if I had any juicy emails or instant messages from my BFF’s. Now, I avoid my personal email like my aunt Jody’s fruit cake on Christmas Eve.”
Giant Food Stores LLC is ditching the Sunday newspaper after this week’s edition in an attempt to reach consumers more directly through RedPlum. Cumberland County-based Giant, part of Ahold USA’s Carlisle division, which also includes Martin’s Food Markets, is moving its weekly circular to direct mail as part of the RedPlum coupon packages.