Direct mail marketers have enjoyed a long hey-day of success and profits thanks to the U.S. Postal Service. But Postmaster General Patrick Donahue is predicting that mail delivery will move to three days a week – within 15 years. That makes me wonder, how much will postage cost then? Probably over $1 per delivery.
With postage expected to go up to 45 cents at the end of this year, direct mail marketers can’t afford to cling to the paradigms of the past. It’s high time to move into the future.
And what is the future? Well, I think we can safely say it is now.
Internet marketing is here to stay, and it’s replacing the old paradigms. If you wait 15 years before you start on your plan for marketing online, then your business will be as dead as the U.S. postal service. You should be online right now, and you should be marketing your business online right now – even if you still use direct mail marketing.
Smart marketers measure the times as much as they measure their own efforts. It is clear that the U.S. postal service, and direct mail, are moving into the past. The question is, what are you going to do about it – for your business?