Weekend mail may not be around for much longer. The U.S. Postal Service, faced with billions of dollars in losses, will terminate Saturday delivery in August 2013. The plan will save the enterprise approximately $2 billion a year – but what does it mean for marketers who sent coupons to inspire weekend shopping or brands that timed newsletter deliveries to reach customers over a leisurely brunch?
Of course, many American businesses depend on standard mail for marketing purposes and communication efforts. This decision reflects theories that the value of standard mail will steadily fall moving forward. Traditional marketing managers who’ve overlooked web content and internet marketing in the past have no choice but to jump on board today.
A forced move toward weekend emails could be a blessing in disguise: recent HubSpot data shows Saturday emails have higher click-through rates and lower unsubscribes.
ExactTarget highlights more stats that may entice even web-skeptic business owners to consider custom content for email marketing initiatives. Ninety-three percent of marketing professionals have purchased products or services as direct results of email outreach. B2B brands that target C-level executives and marketing departments can use email to nurture leads throughout the sales cycle. More, 56 percent of consumers with smartphones and 42 percent of those without mobile devices have also purchased products or services from email marketing campaigns, so B2Cs can see results, as well.
Businesses that relied on standard mail to engage audiences have no choice but to invest in email outreach programs. It’s time to catch up with the times – let us help you leverage the power of content writing for email today.
