Put away those "death of direct mail" tarot cards. It's not dead yet; it's not ready to go on the cart. More evidence in Bulk mail is bouncing back:
Instead of fading away like the horse-drawn carriage, "snail mail" is growing. And it has advantages that those in the industry are quick to point out.
We're seeing postal automation options that lowers cost. And flexibility (for a premium) that allows odd-shaped pieces, notes attached to the carrier envelope, and other touches that can help a piece stand out in a cluttered mailbox.
We're so far from direct mail fading away, we're actually in a kind of direct mail arms race -- where mailers deal with maxed-out universes and rising costs by souping up their creative and trying new things.
For nonprofits, this is good and bad news: Our direct mail life-line is intact. But the competition for attention is fiercer than ever. Here's how to survive:
- Be bold, take risks, try new things in the mail.
- Test, test, test.
- Stay in touch with new lettershop technology that can both save money and open new doors.
(Thanks to the AFP Blog for the tip.)
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