The Office of the Inspector General of the United States Postal Service has issued a white paper on the future of Standard Mail usage. The paper considers five potential scenarios for the use of the medium, ranging from robust growth to precipitous decline. Key factors in the development of the scenarios range from general economic trends to the influence of Internet advertising. The time frame it considers runs from 2015 through 2025. Regardless of the situation that emerges, the OIG maintains the USPS should and will continue to develop products and services to enhance the efforts of direct mailers. Download the Full Report (PDF).
Mailing List Ideas: Direct mailers ignore these potential outcomes at their peril. Of note is the strong feeling that Standard Mail wil continue to be a part of the direct mail mix. Integrating mail with other channels will always be a key strategy. Personalization and QR codes lend credibility to mailers and help recipients feel they are special. Data appends - particularly for B2B - are key. Others like email addresses, SMS and phone numbers will allow direct marketers multiple paths to elicit response. Addressable TV is well on its way to becoming a powerful targeting tool as well to reach cable viewers. For more information please call Becky Santaniello at (914) 948-8300 x129 or contact us on the web.