Who Said Mail is Dead?
By Paul Johnson, President CMS – Complete Mailing Solutions
Back in the 90’s, it was predicted that electronic media would eliminate the use of paper and be the demise of mail. Thirty plus years later, this prediction has not proved right. With the emphasis on digital communications and the ease with which we communicate, it would seem that mail would be doomed. But not yet!
While mail has declined from its heyday, it has a viable place in the communications mix. Consider some of the advantages of mail:
- Anticipation and emotional connection with a personal communication that can be touched and felt
- Less clutter (compared to all those emails) so advertiser’s messages are more easily seen
- Longer life – mail is often held onto as reminders to take an action (emails are gone in an instant!)
While multiple channels of communication are necessary these days, mail still plays an important role in reaching customers and prospects. The fact that there is less mail overall, is an advantage to marketers because their message stands out. In a recent USPS survey*, an average of 8.4 minutes is spent sorting mail which is a very long engagement time (surprisingly, while millennials receive less mail they spend 9.2 minutes engaging with it). This is a great time to engage and attract new customers.
Learn more about engaging your customers in this article by Jim Cochran, Chief Customer & Marketing Officer at the USPS. Or, download the results of the USPS’ Mail Moments 2016 Review for some surprising facts about consumer behavior mail.
Given that mail is still an important part of the communication mix, it’s important to evaluate whether you are maximizing your mail program. Ask yourself whether you can:
- Maintain your mail list so that you are not paying for mail that will never reach your customer or prospect
- Leverage your existing communications to deliver customized messages and offers
We offer solutions that will help you optimize your communications through a variety of mailing, printing, digital and logistics solutions. Call us today at 303-761-0681 or contact Paul Johnson (pjohnson@cms-colorado.com) for a complimentary assessment of your mail program.
Share your thoughts. What’s the most unique way you have used mail in your company? What success have you experienced?
*(USPS Mail Moments 2016 Review)