While the United States Postal Service will be undergoing numerous changes over the next year as it attempts to recoup $20 billion in savings, many marketers say they're not worried – at least not yet.
According to an article by Direct Marketing News, prices on shipping services are expected to spike by a total of 4.6 percent – 3.1 percent for Priority Mail, 3.3 percent for Express Mail and 3.7 percent for First-Class Package Service.
Although, Jerry Cerasale, senior vice president of government affairs for the Direct Marketing Association, said the organization is not "pleased" by the move, many direct mail experts expect that business owners and marketers will refine their tactics.
Cabot Wooley, senior vice president of Trialogue Direct, predicts that marketers' and businesses' bottom lines won't be terribly affected by the change, according to DMNews. Rather than continuing to blanket consumers, he believes companies will adopt a more targeted approach.
"Marketers only want to spend their direct mail dollars on high-value customers who have been responsive in the past," Wooley told the source, adding that it represents a new focus on return-on-investment.
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