In shipping and logistics, we’ve been watching the slow decline of the United States Postal Service for some time. And although many carriers and drop shippers like Amazon have taken a bite out of its package business, there’s one place the USPS still reigns supreme—direct mail.
Who’s Still Using Direct Mail?
If you’ve visited your mailbox recently, you know mail isn’t dead, but most likely it’s not a letter from Grandma waiting for you or even your electric bill. Instead, it’s a hefty stack of direct mail pieces of all shapes and sizes. So who’s sending these? According to direct mail marketer, Postalytics, the top industries utilizing direct mail are:
- Automotive
- Travel
- Financial Services
- Insurance
- Retail and E-commerce
- Home Services
- Real Estate
- Non-Profits
- Education
- Healthcare
And why? Well why not? It’s targeted, personalized, can have a great response rate, be highly trackable and best of all, it’s tangible.
The Lifeblood That’s Draining Your Budget
Direct mail is arguably the lifeblood of the USPS and, if you’re in one of these businesses that relies heavily on direct mail, it’s likely a large part of your budget. So while certainly not taking its last breath by any means, the USPS has definitely struggled in recent years to reinvent itself (Postmaster General Louis DeJoy unveiled a decade-long plan, Delivery for America, in 2021) but that innovation comes at a price that is passed on in the form of regular increases to postage and shipping rates, five of them in fact, since 2021 with more sure to come.
You Can Lower Your Postage and Shipping Costs
So when your business relies on direct mail, how do you fight these ever-rising costs while ensuring your pieces are delivered on time and to their target audience? Check out Four Ways to Save on Your Mailing and Freight. It’s filled with insights from professional mail planning and logistics experts that can help even the savviest of mailers up their direct mail game. Check it out and let me know what you think.
