Benefits of Direct Mail

I just tripped over this information on the usps.com website at:

http://www.usps.com/directmail/benefits.htm?from=whatisdirectmail&page=subnav_benefits

Direct Mail touches people every day.

Many people look forward to receiving their daily mail. In fact, 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. In addition to that kind of exposure, Direct Mail offers these benefits:

It’s targeted.
Mass advertising (TV, print, radio, etc.) can be expensive and isn’t always an option for small businesses. But Direct Mail can focus on a smaller group of individuals who are more likely to respond to your offer, giving you more bang for your buck.

It’s personal.
With Direct Mail, you can address your customers by name, speak to them individually, and appeal to their interests. And when customers feel that you understand their needs, they’re more likely to respond. In fact, 55 percent of consumers “look forward” to discovering the mail they receive.

It’s flexible.
From letters to postcards to brochures, there is a large variety of inexpensive and easy formats you can use to create your direct mail campaign. You can add impact by including a special offer or free sample in the envelope.

It’s tangible.
Direct Mail allows you to physically place your message in your customers’ hands and encourage interaction. Along with an engaging message, you can make an unforgettable impression by incorporating elements that actively involve the customer, like stickers, and coupons.

It’s measurable.
Direct Mail is one of the few media channels that gives you the ability to track the success of your campaign. It’s as simple as counting the inquiries you received or counting the number of coupons redeemed. By tracking and analyzing your results, you’ll see what's working and can make adjustments to future mailings if needed.
It’s easy and cost-effective.

You don’t have to be a Direct Mail expert with a big budget to advertise with the mail. With a computer, some desktop publishing software, and a little know-how, you can create your own professional-looking Direct Mail piece. With some Direct Mail Web sites, you even design your piece, import your mailing list, and have the campaign printed and sent—all online.

MAIL DELIVERY: FIVE OR SIX DAYS?

MAIL DELIVERY: FIVE OR SIX DAYS?

June 28th, 2009, Direct Marketing Association

Although at one time it may have seemed unthinkable, one cost-cutting option that has come to the forefront is the reduction of the established six-day delivery system to five days. The cost-benefit tradeoffs of eliminating a day of delivery service have been questioned, however. A number of groups estimate varying degrees of financial relief from such a measure, and many, including DMA, have expressed concerns about the potential impact of this reduction in service.

Many variables surround such proposals, including which day of delivery would be dropped, and whether such a reduction in service would be year-round or limited to the slower months. It also calls into question whether the reduced delivery days would lead to a perceived deduction in the Postal Service’s overall value, and in turn to a further decline in mail volume.

Assuming no additional decline in volume, the Postal Service has projected savings as high as $3.5 billion per year. An alternative projection from the PRC, assuming cost and volume impact with the elimination of one day of service, casts the savings at $1.9 billion per year.

Regardless of the numbers and concerns, any change would require Congress to rescind the annual appropriations rider requiring the Postal Service to “provided (further), that six-day delivery and rural delivery of mail shall continue at not less than the 1983 level.”

The only true consensus is that the current path will not lead to financial stability and viability for the Postal Service. It is also likely that some combination of the solutions mentioned, as well as other cost-cutting efforts, will be required for the USPS to recover from the financial impact of a rapidly declining mail volume.

DMA supports the review of all aspects of USPS operations, and will continue to cooperate with the Postal Service to ensure a mutually-beneficial future for the USPS and the marketing community at large.

About Innovate Media Marketing, Inc.
Innovate Media Marketing is a Beaverton, Oregon based Advertising Agency that helps businesses with their advertising, strategic planning, creative design, media buying, and public relations needs.

Visit www.innovatemm.com for more information.

Contact:
Michael Fleming
Innovate Media Marketing
5032134368