No-Mail Saturdays Make Mail More Relevant
By. Mark DeBellis, PSB Integrated Marketing
We are seeing a move towards a new equilibrium in the communication landscape where each “channel” has its own place in the consumers mind. This has happened when new technologies are introduced –TV displaced some of radio’s reach, Cable displaced some of TV’s; the internet is displacing the Post Office’s reach.
It won’t rebound. We are seeing the new normal.
Once upon a time we made greeting cards, sent them through the mail and surprised our loved ones. Now we send them an e-card, post a message on Facebook, forward a note from Pinterest and attach a Starbucks gift certificate! All without leaving our computer.
Here’s how I see it things playing out for the marketer:
Mail will remain the primary channel for important information. Bills, notices, and other official documentation will have to always rely on address of record. Mail will also be a primary and dependable tool for promotional outreach as dwelling information and demographics are tied to home address and are more static and dependable than any other form of digital contacts.
Consumer email will continue to grow but become increasingly saturated. The average consumer now has 3 email addresses, receiving 100+ emails per day and changing their email addresses on a regular basis. Most of our clients in the financial service space have less than 50% of their account holder’s email addresses! Even with something as important as their finances, consumers are not sharing their email. This makes reliance on email alone for communication impossible. And, filters allow your target to tune you out before you even get a chance to say hello.
Facebook/Pinterest/Linked In – Social Media
The jury is out on where the advertising value /marketing benefit is derived from social media. So far, advertising efforts have been met with less than enthusiastic reactions from promoters and consumers alike. This new medium is still finding its way. While it has been successful in capturing consumers interest as a platform for discussion and sharing, it may not lead to favorable results for those that are going to ultimately pay to support the platforms’ existence…the advertisers.
So even though the mail won’t be delivered on Saturdays, you don’t want to cut mail from your marketing plans. On the contrary, it has never been more relevant and more noticeable for those receiving. Now you have their attention. Make it memorable.
Mark DeBellis has spent over half of his life in the Marketing profession and in the promotion and management of consumer brands and services. He seeks new ways to provide value-added services and product marketing strategies for PSB’s financial service clients. As a full-service provider, PSB Integrated Marketing offers creative concepts, graphic design and layout, in-house prepress, and on-site lithographic/digital printing, bindery in addition to secured mail house services in their Orange County, CA facility. Mark DeBellis is President of PSB Integrated Marketing and can be reached at markd@psbonline.com; www.psbonline.com.
