Just Saying You Are a Multichannel Organization Doesn’t Make it True

Have you been saying for the last few months, or even years, that you’re going to branch out your marketing into various channels? But for whatever reason—maybe you don’t have the time or resources to give each channel the attention it deserves—this multichannel approach has not come to fruition. You may technically be operating on … Continued

Rumors of Direct Mail’s Demise Have Been Greatly Exaggerated

Direct mail can get a bit of a bad rap these days. Often referred to sarcastically as “snail mail,” many people now view it as nearly obsolete. An important distinction to make with print mail, however, is that although it is older than other channels, it is far from antiquated. That principle is supported by … Continued

US Post Office Issues Leave Marketers Hanging in Limbo

Last week, the United States Post Office Board of Governors announced that it will cancel plans to drop Saturday delivery that were set to go into effect in August. While this is good news for direct mail marketers in the short term in that at least we can plan for delivery schedules, the larger issue remains: What is the long-term fate of the post office?