July 26, 2014 was the 239th Birthday of the U.S. Postal Service. The Post Office (which was later renamed the U.S. Postal Service) was officially established at the Continental Congress in Philadelphia on July 26, 1775. Benjamin Franklin was named the first postmaster general and held that position when the Declaration of Independence was signed almost a year later. That makes the Post Office older than the USA. Happy Birthday!
What marketers used to call MGM—or Member-Get-A-Member—efforts are as old as the hills, but they’re effective when done right. If you have happy customers who love your products or services, ask them to refer a friend or colleague. Usually the person referring gets a reward of some kind, and the person being referred gets a goodie as well.
Every Door Direct Mail is a service designed by the United States Postal Service to help businesses reach every address in a neighborhood. With a simplified form of addressing that does not require an actual list of addresses, this is meant to make mailing easier and cheaper for individuals at a company.
The Postal Regulatory Commission has approved a request from a coalition of mailers to review the econometric elasticity demand model used by the U.S. Postal Service as background in researching rate changes, such as the 4.3 percent exigent increase put in effect earlier this year. The PRC has scheduled a technical conference to examine the issue on Aug. 14 at PRC headquarters in Washington.
Digital marketing may be the new buzzword, but the undeniable fact is that direct mail marketing still works. And the better a business knows its potential clients and customers, the more successful the direct mail marketing campaign will be. The challenge is to dig down past the surface demographics to uncover more detailed and personal information—information that holds valuable insights marketers can use to obtain a clearer picture of who their customers really are.
The biggest trend in the media world today is the growth of digital channels. For people looking to consume content, there are more avenues available to them than ever before – they can find media material without ever turning on a TV or radio or opening a magazine or newspaper. They have numerous devices and websites at their fingertips that can help them find what they’re looking for more quickly and easily.
In the aftermath of this year’s historic 6 percent increase in postal rates, mailers have been advised by postal consultants and agency wags to enter into a kind of direct mail rehab. The rate is the rate, it’s not going to change—the abiding wisdom goes—so clean your lists, right-time your mailings, integrate them with other channels, co-mail and commingle, and wring the most out of your increasingly dear postal dollars.
Digital marketing and digital media have changed the way many marketers communicate with their customers and prospects. Email has provided a cost-effective and expeditious vehicle to communicate with customers. Online vehicles, such as banner ads and content marketing, are demonstrating value as effective pull marketing mechanisms.
So has digital marketing, and more specifically digital media channels, changed or influenced direct mail best practices? And how should marketers adapt their direct mail to accommodate these new channels?