Millions of households are just saying no to tons of printed catalogues and other direct mail (the average household receives about three catalogues per week according the U.S. Postal Service). According to a Feb. 6, 2008, article in the Washington Post, 18 states now have either do-not-mail lists or legislation pending to set them up.
With more households paying bills online and pitches for credit cards and home equity loans drying up too, postal officials now project they will be $1 billion in the red this year.
But don’t hold your breath waiting for businesses trying to cut costs and maintain profits to set up a rescue foundation for the slakkenpost.
Once businesses discover how to optimize product Landing Pages then lead customers there with effective search, email, and PPC—tracking what they look at and for how long, creating personalized offers, and nurturing a positive relationship instead of a wasteful, negative one—keeping the post office out of debt is probably the least of their worries.
Another plus to dumping the dead tree delivery model is being able to market a business as sensitive and environmentally-conscious.
As I mentioned in my “Green is Good” post in January, 9 out of 10 Americans surveyed by the Bernporad Barnowski Marketing Group said they would describe themselves as a “conscious consumer.” According to BBMG, “Conscious consumers expect companies to do more than make eco-friendly claims. They demand transparency and accountability across every level of business practice.”
86% of those surveyed said when products are of equal price and quality, they are more likely to buy from companies that commit to environmentally-friendly practices.
Companies that invite prospects and customers to shop with them online—saving gas (greenhouse and otherwise), trees, and money—are well positioned to stay ahead in a tight economy.
But be warned; the post office says it will continue to jack up first-class mailing costs every year as they struggle to make up the difference.
Even more reason to learn how to optimize your email campaigns with our upcoming professional certification course.
