It’s always good to try and find the positive aspects of a bad situation, but the USPS may be stretching it just a bit. This week it told employees that the decline in mail volumes is a good thing, because it makes individual pieces of direct mail more valuable:
Electronic communication has resulted in less traditional mail arriving in customers’ mailboxes. But that could be good news for direct mail marketers, according to an expert.
It may seem counterintuitive, until a mailbox is viewed as an advertising vehicle, said Caribou Honig, founding partner of Richmond, VA, QED Investors, a marketing firm in a recent interview.
“In most media [the cost per impression] plummets as impressions or ratings points, or circulation numbers drop,” Honig said. “But the value of a direct mail piece actually rises as total volume goes down. As total volume of mail declines, marketers who stick with it gain ‘share of mailbox’ and higher response rates as a result.”