No Saturday mail means direct marketers must turn to the web

Published on
by Brafton Editorial
With the U.S. Postal Service discontinuing Saturday mail, brands that depend on print advertising must embrace internet marketing practices.

Brafton has reported that digital marketing spend will increase by 15.1 percent in 2013 to reach $118.4 billion. Brands will focus their attention on channels like custom content, video marketing and email outreach. This projected uptick comes at a time when standard mail may continue to downsize and direct marketing organizations will have to adjust.

As Marketing Daily reports, the U.S. Postal Service recently announced it would terminate Saturday delivery beginning in August 2013. This greatly limits the reach of traditional print efforts and forces companies to reimagine their lead generation initiatives. While a high percentage of brands have already transitioned to the web in some capacity, many still depend on direct mail.

“Anytime there’s confusion in the business customer ranks, it can have an effect on mail volume,”said Senior VP of Government Affairs for the DMA Jerry Cerasale. “You have to eliminate that legal uncertainty and do it quickly. Otherwise, you’re going to have a significant problem.”

Businesses that relied on direct mail for ROI and profit increases over the past several years must adopt digital tactics moving forward. Email marketing is one option direct marketers may embrace. According to ExactTarget, 93 percent of marketers, 56 percent of consumers with smartphones and 42 percent of those without mobile devices have purchased products or services as direct results of custom content sent via email.

The demise of standard mail affects U.S. citizens, but it hurts businesses, too. To overcome this obstacle, brands must turn to internet marketing, and effect email content creation could be the solution.

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