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  • The authors are Steve King and Carolyn Ockels. Steve and Carolyn are partners at Emergent Research and Senior Fellows at the Society for New Communications Research. Carolyn is leading the coworking study and Steve is a member of the project team.

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« The Global, Human, Strategic Accountant | Main | Freelancing and the 3 Laws of Future Employment »

February 09, 2012

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telemarketing list

The U.S. Postal Service wants small businesses to send more direct mail, a.k.a. junk mail, to help the beleaguered agency expand its revenue stream by hundreds of millions of dollars.

direct mail marketing lists

It's when we learned what Grandma sent us, who wanted to be our valentine, where we'd gotten into school, whether we'd be drafted. It's when we heard who had been born and who had died, and whether the check really was in the mail.

Steve King

Darrell: In 2009 and 2010 the Post Office lost roughly $5 billion net of the payments you mention in your comment.

They will likely lose another $7-10 billion - again without including employee/retiree benefit/retirement payments - over the next 2 years.

The reason is simple - 1st class mail volume has declined dramatically over the last decade while the Post Service's cost structure has not.

The Postal Service itself nicely lays out these numbers at: http://about.usps.com/who-we-are/financials/annual-reports/fy2010.pdf

Regardless of the outcome of the debate about how the Post Office pays for benefits, they are going to run out of cash in the next year or so.

They will need to be bailed out and that bailout money will be coming from the tax payer.

BTW, not matter what they do their future retiree benefit costs are truly astronomical and in the end tax payers will get to pay them also.

Darrell

From my understanding of the issue, the post office does not obtain any tax payer funding for operations. It is running a deficit because it has been asked to fund 75 years of pension funds in 10 years.

While it should be updated, it also carries packages for Fedex.

Justin Amendola

This is an interesting topic. I've never been eager to open my mail, but I find that only builds to a bigger "mail moment," as my wife and I sort through larger piles less frequently.

It becomes a periodic weekend social event where we sort, pile, open and react. This exercise shows that while the way consumers interact with mail has changed, the channel is still a powerful part of a mult-channel marketing mix.

Focus on direct mail that is targeted, but also uses creative or design formats that stand out in the mail pile. My wife usually pulls out colorful mail pieces from trusted brands (e.g., Nordstrom, Free Spirit, etc.).

As with any marketing channel, relevance is always key. If you remember that, you'll better position your direct mail to stand out during the critical "mail moment."

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