A substantial portion of my communication is done electronically through e-mail, texts, blogs, Twitter, websites, etc. It’s fast, convenient, efficient—but you know all that.
Even so, since I was a small child, I have loved getting real mail: envelopes and packages delivered to me by the USPS. In the last year, the volume of snail mail arriving at my home and office every day has seriously dwindled.
Direct marketers are clearly evaluating the cost/benefit ratio of bulk mail and many are probably purging their lists to reduce costs and better target their prospective customers. That’s just good business and we all applaud it.
Because of that, a truly personal letter, a hand-written note, or other targeted communication arriving in the mail has a better chance of getting read now than in recent years. This could be the right time for you to consider the role of traditional mail in your marketing efforts.
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