MediaPost Publications Brands Tweak Ad Campaigns As USPS Ceases Saturday Delivery
Marketers expect quirky idiosyncrasies in multichannel brand campaigns to produce the most disruption to strategies as a result of the U.S. Postal Service stopping Saturday mail delivery starting in August.
"The real issue is whether not having a Saturday delivery matters to consumers," said Robert Passikoff, founder of Brand Keys, a research consultancy specializing in predictive consumer behavior and engagement metrics. "There’s already an issue of whether the motto of neither snow nor rain or gloom of night has a real impact on direct mail outreach."