Growing up I remember waiting with anticipation for birthday cards and other sentiments to arrive in my mailbox from family and friends across the country. It was and to this day remains a great feeling to know that someone cared enough to send me a personal note via the United States Postal Service. Nowadays with email being so fast and free some of that personal touch is gone and it really is a shame. Given the speed of email versus the slower delivery times of USPS mail, sending a letter or card via the USPS has now commonly been referred to as sending “Snail” mail (slow to deliver). Well for some of us it still has a special meaning so I prepared this short list of 10 reasons to still use snail mail:
1. It’s exciting to receive a personal letter or note. Whether it’s a love note passed in class under your desk or a carefully written letter from a loved one, reading a personal letter or note has always been exciting and feels special in direct proportion to the effort the sender went through to get it to you.
2. You can add confetti or creative designs to your letter or card. This again points out the time and effort that can be relayed by snail mail much more easily. For birthdays and other special events I like to fill the envelope with stars or confetti so if you get a letter from me be prepared for a surprise inside!
3. There’s more privacy to snail mail. Unlike with email it is much less likely that a letter or communication sent via postal mail will get intercepted and read by another party. It’s possible but unlikely and the recipient can generally tell of the letter has been opened.
4. Emails can get lost in junk mail filters. While it’s possible that a letter sent via snail mail can get lost in shipping it happens far less than emails getting lost in the abyss that is the modern day junk mail filter.
5. Emails are prone to quicker judgments and rash decisions. It’s so easy to send an email that we can write something in haste and send it before we actually take enough time to think it through. That is generally not the case with postal mail unless you work in a post office and have direct access.
6. You can send more variety of items via snail mail. Sort of like my confetti trick above you can also add pictures or other personal touches to a snail mail all the way up to complete packages, boxes, etc. So far we haven’t found a way to transport something like that through our computers.
7. People tend to elaborate more with snail mail. In general, people drop the abbreviations when they are handwriting a letter so instead of (LOL, ROFL, OMG, etc.) people tend to actually write out their words and thoughts. If nothing else, sometimes it’s just good to know that you can still do that.
8. There’s no virus attached. Generally speaking there are no viruses attached to a snail mail that you can catch on accident by previewing the snail mail before opening it. I’m not saying that someone couldn’t send a virus via snail mail it’s just far, far less likely.
9. It’s too easy to forward your email content to thousands of people worldwide (on accident). With a few clicks of the button, you can send it to everyone on your list, which is dangerous if the content is important. Unfortunately there is no undo button for sending email in most cases so you are stuck with the consequences of your actions.
10. The check is in the mail… yes it still works. One of the most important reasons to use snail mail is for cash management purposes if you need to pay a bill but have a couple of days until you are going to get paid or have the money, then snail mail is much more effective for you that online bill payment. You can simply call the provider/vendor and let them know “the check is in the mail”.
So these aren’t the only reasons but they are some good one’s. An honorable mention that didn’t make the list is the excuse that you can always use for a greeting being late (birthday card, graduation card, etc.). You can say you had trouble getting to the post office or that your letter was lost in the mail, but be careful with that one though as most people are smart enough to look at the postmark date.
shared by our friends at changeofaddress.org
Hi Michael,
We would love to share with you an article that we just posted on our own blog! “Top 10 Reasons to Use Snail Mail” (http://www.changeofaddress.org/blog/2010/top-10-reasons-to-use-snail-mail/) would be an interesting story for your readers to check out and discuss on your blog, so we hope you will consider sharing it!
Thanks so much for your time, and have a wonderful day!
Sheryl Owen
CSG Direct Mail continues to evolve direct mail into the service it was always meant to be. At CSG, Direct Mail is responsive, accountable, trackable and now it is also completely mobile. CSG Direct Mail is now available in the iTunes App Store.
We put all our CSG Direct Mail Tracking tools on the iPhone. CSG Direct Mail for iPhone was released into the iTunes App Store May 7th 2010. You can now track every aspect of your direct mail projects with DIRECT MAIL by CSG Direct, Inc.
Track Your Projects:
The #1 question in the direct mail industry is "Did my mailing going out", so in 1999 CSG Direct built the very 1st direct mail project portal. Our portal has been modernized many times and new services continue to be added. Now available on your iPhone and iPad.
In our direct mail portal you have always had LIVE tracking of every project from start to finish. Then as each project is delivered to the post office you get an automated notice to let you know. You always know when it is expected to mail and what steps are left, Folding, Inserting, Addressing and more. Every Step is tracked. You get Live Access to all this information.
Track Your Individual Direct Mail Pieces:
That's right! Direct Mail has Evolved at CSG Direct, Inc.
After we complete your direct mailing and take your mailing to the US Postal Service, you can track the movement of your mail pieces en route to their individual destinations.
In 2008 and 2009 we invented a whole series of tools, widgets, maps and reports around the new 
IMB barcodes and the USPS Confirm services in order to let our customers track individual mail pieces. This innovation was long overdue.
This was our DIRECT MAIL DREAM and we made it a reality!
These newest innovations are built on our proprietary Direct Mail Tracking Systems. Now available for iPhone, iPad or iPod touch.
Now you can easily tell when pieces are arriving in-homes and have all your direct mail project information with you when you need it most.
Check on your projects in your marketing meetings when you are called on. No need to look things up after the meeting and look unprepared while in the meetings. Show people you run the direct mail and you have your fingers on the pulse at all times with CSG Direct Mail for your Smartphone.
With our US Mail Tracking innovations we have millions of records and we have lots of unique ways we plan to give you this data. I have goosebumps on what is still coming. Get CSG Direct Mail for your iPhone so you don't miss out on our next planned updates too.
We continue to redefine the Direct Mailing industry!
We are The Greatest Value in Direct Mail
(More Smartphones coming soon)
Even though the United States Postal Service is reporting a significant decline in the volume of mail we all know from the contents in our mailboxes that we still seem to get plenty. It’s clear that direct mail marketing budgets have been slashed in many cases, but of course as some companies pull back from sending mail others see that as an opportunity to send more. We decided to research which profit and non-profit organizations are currently sending the most mail.
Top 10 For-Profit Mailers
56% of all the top 50 mailers in the U.S. are for-profit ogranizations. Several of these are large publishing companies athat sending publications, renewal notices, and other offers to the public.
- -Publishers Clearing House – This household name in the sweepstakes industry makes over $620 million dollars a year through publishing and distributing millions of magazines and other publications. They are the overall largets user of direct mail in the U.S.
- -The Economist Group – With revenues north of $516 million this is another publishing giant. They publish under the brands of The Economist newspaper, The Economist online, Edonomist Intelligence Unit, and a few more.
- -Conde Naste – You may not be familiar with this massive publisher with revenues of $454 million per year. They own some of the most subscribed to magazines in the World (GQ, Vogue, The New Yorker, etc.).
- -Direct Brands – Like Conde Naste, you may say Direct Brands, Inc. who? Well they have revenues of $402 million per year with services you will recognize (Columbia House, Book-of-the-Month Club, etc.).
- -Consumers Union – This company has revenues in excess of $249 million per year on sending direct mail, you may be more familiar with Consumer Reports.
- -Omaha Steaks – With revenues of $200 million per year this company has made a bundle off of selling mail order mouth watering meats. Now that’s mail with some sizzle to it!
- -Rodale – Has revenues of approximately $136 million per year and publishes magazines like Men’s Health, Runner’s World, and Prevention.
- -Hachette Filipacchi Media – Another massive magazine publisher with revenues reported at $123 million from magazines like ELLE, Woman’s Day, Car and Driver, Road & Track, and more).
- -International Masters Publishers – This publisher is well known for Recipes & Cooking, Wildlife & Nature, Home & Leisure, and similar categories of publications. They have annual revenues of $230 million.
- -Boardroom – This is another publisher for a list that is most well-known for their Bottom Line newsletters in the subject areas of Personal, Health, Retirement, Natural Healing, and Wealth. Their revenues could not be reliably collected.
Top 10 Non-Profit Mailers
44% of all the top 50 mailers in the U.S. are non-profit ogranizations that are either soliciting for donations or attempting to collect on pledges via mailers.
- -Smithsonian Institute – They generate donations/revenue of $532 million per year.
- -U.S. Fund for UNICEF – They generate donations/revenue of $454 million per year.
- -Habitat for Humanity – They generate donations/revenue of $356 million per year.
- -The Leukemia & Lymphoma Society – They generate donations/revenue of $269 million per year.
- -March of Dimes – They generate donations/revenue of $248 million per year.
- -World Wildlife fund – They generate donations/revenue of $180 million per year.
- -Paralyzed Veterens of America – They generate donations/revenue of $109 million per year.
- -Humane Society of the U.S. – They generate donations/revenue of $102 million per year.
- -Alzheimers Association – They generate donations/revenue of $95 million per year.
- -National Wildlife Federation – They generate donations/revenue of $83 million per year.
It’s always interesting to see who is using the mail more frequently as a means of communicating with the American public. The biggest surprise is that in this list of the 20 top mailers, that are no banks or credit card companies. Judging by the mail I get every day, that’s a surprise.
shared by our friends at changeofaddress.org
Hi Michael,
We would love to share with you an article that we just posted on our own blog! “Top 20 U.S. Direct Mail Marketer” (http://www.changeofaddress.org/blog/2010/top-20-us-direct-mail-marketers/) would be an interesting story for your readers to check out and discuss on your blog, so we hope you will consider sharing it!
Thanks so much for your time, and have a wonderful day!
Sheryl Owen
The US Postal Service is having it's first 'Sale' that I have seen in my lifetime of 20 postal years. They are going to give you 30% off of your postage rates for every dollar you spent 'above your average'.
The details are best to come directly from the US Postal Service so here is the quote from the Post Office customer Relations:
"The Postal Service will offer qualifying Standard Mail customers a
30 percent discount on eligible mailings this summer. This will provide
those mailers with an incentive to prospect for new customers and
reconnect with existing customers.
We think Direct Mail has tremendous value in growing your business.
With Direct Mail accounting for 22 percent of the $250 billion spent
nationwide on advertising each year, it’s big business. Direct mail is
targeted and measurable to an extent other advertising media can’t
match.
The summer sale is currently under review by the Postal Regulatory
Commission. We plan to begin the discounted pricing July 1. The sale
will run until September 30.
Obviously, this is a new initiative for us and we’re anxious to see
how well it will work. Are any of you going to take advantage of the
summer sale?"
– Steve Kearney, senior vice president, Customer Relations
The catch is, to be eligable you must mail over 1 million pieces of mail from October 1st 2007 through March 31st 2008. From those dates a 'threshold' is being established to compare your current summer mailings to.
You will pay your full postage rates through this season and then after October 31st the US Postal Service will determine your rebate and put that back on your permit by December 31st.
So there is a Sale, but only a handful of our direct mail customers will even apply for it as the discount is 30% of the postage spent above your average amount. Of course you still have to mail at least a million pieces in the 4 months as well.
I estimate that this will affect the 'publishers clearinghouses' and 'Capital Ones' of the world the most. I just wouldn't be doing my duty if I didn't tell you about it. If you would like us to help you calculate, monitor and apply for your savings with you we will.
I received a direct mail headline question and thought I would talk about it here too.
You are relying on someone giving you their quality time. If your headline is weak, you are assuming they will care long enough to read your whole copy. They probably won't.
Your instinct may be to use a headline like "The best service in our industry". But this is more like a followup to a real headline that grabs their attention and then makes them read more. People process information in bits and you can either lead them along or you can confuse them at the start.
I would rather entice readership with something like "Your Customers Don't Like You". which makes everyone say to themselves "WHAT? Our customers love us! Who is saying this?" and then you drop into your secondary line "How do you know you have the best service in your industry?".
At this point the person reading will at least ask themselves that secondary question and see if they can answer it. If they cannot - you can take them to the next line... leading them forward into your offer.
You have engaged them! Bravo! Step 1 complete. Remember not to think too much about step 4, 5 & 6 until you conquer step 1. Engage them and make them talk to your mailpiece and question it.
The main problem is that too many corporations wont allow you to use headlines like that. They'll say it's too unprofessional or too "small company". They want to lead with giant brand statements like "Great service for over 50 years".
So what?
Why should I give you 15 more seconds of my time, let alone some kind of response or business order?
Your headline must engage them.
Oh yeah, don't forget to track and test multiple headlines to see what works best with your audience or tier.
The mailing industry is going through major changes and I have heard several industry predictions that many mailing services companys and mail processing printers will "get out" instead of keeping up. This isn't a bad thing.
It's an industry reborn!
So as you look for your partner for the next decade I want to tell you what you need to know about mailing services companys.
"They all specialize in something"
Due to the large amount of mail and data processing needs in our country, you'll find that almost every mailshop is eventually pulled into some large account they cater to first and foremost. I have seen it time and time again.
They get pulled into tabloids, invoices, publications, credit card mailings, real estate franchises, etc. You go into any mailshop and see for yourself. What is the primary industry they serve? That is the industry that they are best ready to serve and most prepared to consult in.
These days you will often find out that their primary industry isn't even direct mail. The printing industry started adopting direct mail as a side business to increase revenue about 2-3 years ago.
How would you feel if you found out your "mailing vendor" doesn't even specialize in direct mail at all? It sure would explain some things that have happened along the way with your mailings, I'll bet.
We're a mailing services company through and through. Sure, we have also grown one of the largest digital print shops in the state of Nevada and we keep every traditional press within reach dancing on our projects. But we are a mailshop and we take that very personally. We make a huge difference with the customers that choose us over the status quo. Ask!
It is a big difference and it is what you are looking for. You will never find deep success with people whose core focus is printing. Printing is a secondary skill in our minds. This is database marketing. We're database marketers with a reputation in variable data printing going back to the 80s.
That is just one of the reasons to keep us in mind on your next project. Because we are close, experts in gaming direct mail and have the tools you need.
I get this question all the time and for many of us the answer seems obvious, but not everyone is two decades into this like we are.
To keep it short and to the point, it really just depends on the offer and the list.
I know that sounds obvious, but if the list used is composed of prospects who have never seen your product or service, the response rate will be cut 75% or more due to lack of brand trust and awareness. You need to mature that kind of list properly.
If the list is of your current customers, it will then come down to how good the offer is. Too often people water down an offer just in case everyone responds. They won't! It's a numbers game - so keep your offers' value high and your responses will be high.
Direct mail is considered to be a half percent to 10% average response tool. I have gotten an 87% response rate with a client, though. That was a 2 for 1 buffet offer to a special new neighbors list we built.
It's an art my friend, get the right team.
As a mailing services provider and someone who has helped set up many mailshops over the years, I regularly find a lack of honest communication. Too often I find clients want to hold back from revealing the full details of a project for fear of putting too much on the table.
For example, a client may need to sell 500 hotel rooms in the next two weeks for fear of losing their job (random example), but instead of sharing that, they just say "I need a bid on a postcard mailing".
Pull us into your battle! Get us involved in your mission. We have decades of experience at making things happen. Engage us!
The big crime in the scenario I just described is when they end up going with the lowest bidder because that is what they are trained to do. Then the event fails. No 500 rooms, no success - no job.
The proper bid-request should be "How can I use direct mail to fill 500 rooms in two weeks?" and then let the games begin. Now you will have idea after idea flowing your way and the good vendors quickly rise to the top. You can then make an informed decision based on your ACTUAL goals.
When you build a true relationship with a direct marketing mailing services shop as opposed to a average direct mail is an add-on vendor, you will find the direct mail success you seek.
Feel free to email me if you want to talk about it more.
...and how our clients avoid them and save thousands
Finally we can confront Sin #7:
Direct Mail Sin #7
Proof sign-offs taken too casually
Every job that we receive with electronic files requires some kind of manipulation or adjustment prior to mailing. RGB to CMYK, resizing, recropping, data merging, font replacement etc...
When your project requires a final signoff we hope that you take this opportunity seriously!
By the time it gets to this stage you have seen it many many times. Take a moment and read every line of your offer and confirm that everything is exactly the way it should be. This is your final opportunity to adjust dates, copy or data before your clients or prospects see the piece.
This is also the moment in time when the mistakes slide though and become major issues when the customers start calling.
We know that you are probably tired of reading at this point but you need to try to read the piece like it was your very first time looking at it. Study the text, confirm the data, dates, phone numbers, call-to-actions and all other components.
Common errors found at this point:
* Right date/wrong day (is it really a Thursday on that date?)
* Brand colors off
* Wrong or missing telephone numbers
* Newest art changes not sent (were we sent the most recent version of artwork?)
* Wrong offers, or error in disclaimers
* Spelling errors/typos
We know this is cumbersome but it also one of the unavoidable steps. We highly recommend you let someone else look at it and sign off with you. This identifies more errors and changes the dynamic if something is missed.
On a personal note, it doesn't leave you standing alone as responsible for errors if more people on the team miss the same detail. If many people missed it than it must not have been obvious. If only one person signs off it is easy for everyone to just point at you and steer clear of responsibility. This is human nature.
Either way, the signoff process and authorization for us to proceed is your decision only. We will not proceed without it and we are responsible to print and mail it exactly as the proof you signed off on.
Added Note about all 7 Deadly Sins of Direct Mail:
Allow the time needed for the quality and price you desire. This time gives you the breathing room needed to be flexible if things you plan go wrong. No human process or timing is perfect, however much you try!
You cannot be consistently successful when you are expecting everyone involved to "jump from miracle to miracle"! You'll save money in the end by not paying for rushed and fixed jobs. Being rushed always creates additional errors as you skip details to meet timeframes.
Our most successful customers have learned to work backwards from deadlines, successfully creating a smooth process from start to finish.
...and how our clients avoid them and save thousands
We continue along with Sin #6:
Direct Mail Sin #6
Excel sucks for databases. I don’t know how else to put it. Sure, everybody has it and it is one of the easiest ways to display your database visually, but it doesn’t hold record integrity and it plays with the numbers in your database. The worst horror stories ever in our business have Excel in them. We like MS Excel for spreadsheets and mathematics, not for databases.
There is no describing the feeling that comes over you when you find out (after the mailing) that your customer had sorted the [Last Name] field of an Excel spreadsheet before sending it to you. It's like a bomb goes off and everyone involved gets hit with the collateral damage.
These "bombs" are always from excel. Every single time over the decades I have been doing database marketing, Excel is the culprit. Yes there are ways to use it properly to avoid these mistakes. But, the fact that sortation is possible in this manner means excel is NOT a database program.
You've been warned. This is a Direct Mail Sin.