I’m sitting in my office at my computer with two large screens, my tablet is open to our website, my smart phone is sitting next to my office phone and I’m playing music through a wireless Bluetooth speaker. I’m contemplating “what the future holds” for direct mail marketing?
Some think we’re on the brink of an economic boom. Maybe Congress will enact meaningful Postal legislation, but I wouldn’t hold my breath on this happening in 2016. The only things I know for certain, I have to pay my taxes next Monday and we’ll elect a new President this November.
Our industry today, is far more complex than it was, even just a few years ago. The availability of information to consumers, businesses and mail service providers, such as AM Solutions is unbelievable. The rapid advances in technology have changed drastically how we communicate with one another. Whatever happened to a handwritten note, a letter or even a birthday card?
Excuse me a moment-I just received an email from my oldest son, my youngest just sent a Snapchat, my wife just sent directions not only to my smartphone but also my car for our son’s upcoming baseball game. Whatever happened to the expensive GPS I had to buy a couple of years ago? I just learned how to use Instagram and now I have to learn Snapchat just to talk to my own kids and keep up with what’s going on in their lives. Don’t even get me started about the car, and the GPS, I guess one of my sons sold it online. He told me the money’s in my PayPal account-I just sent my oldest an instant message to learn how to get access to my own money. He sent me back a meeting request via test message, so we can get it on our calendars. Great, now what calendar? My Exchange calendar, my Outlook calendar, my Google calendar, my Yahoo calendar or my ACT calendar, “IT” how do I sync my calendars again?
Businesses have to learn new and innovative ways to communicate, be it social media, online or direct mail marketing. It’s important to use innovation to deliver higher value communications. Make communications relevant through analytics. It’s going to be important to take advantage of the Intelligent Mail barcode and integrate with other channels. According to InfoTrends response rates increase 45% when direct mail marketing is combined with a landing page, email and mobile marketing.
The Postal Service may not be fan of the price reduction that went into effect on April 10th, as a marketing services provider I’m going to encourage our customers to reinvest the savings into their direct mail marketing. I expect to see a slight increase in overall volume with more integrated communication.
We’re out for dinner, looking for a place to park on a busy street, my wife says why don’t you just parallel park? Before I could respond, my son shouts from the back seat, “Cool, Dad your car parks itself.” Now if I can just remember how to Snapchat my other son for help on how to do this!
*Article Written by: Fred Schulze: VP Sales & Customer Care at AM Solutions