42 cents for a stamp? Run away, run away!

Los Monty Python españoles
photo credit: Arkangel

Apologies to Monty Python with that “run away” thing, but it’s a good example of the talk in some business circles this week.

Once again, I hear people talking of abandoning direct mail. You know, because of the 1 cent postage increase. 1 cent. A 2.4% increase.

Tell me…for 42 cents, where else can you get something delivered to the home or office of a specifically qualified prospect, without running afoul of anti-spam laws, anti-fax laws and so on?

If you aren’t taking the care to segment your mailings and send them only to the most qualified people for your offer, then you deserve to be pouring Forever stamps down the drain. Just remember, you didn’t learn carpet bombing direct mail tactics from me:)

Honestly, I love it when I hear others in my market talk about the “expense of direct mail”, because I know they are cutting back on it, leaving another gap in the market for my clients.

Wendy over at the Wall Street Journal brought up the postage increase this week and asked what businesses were doing about it. Some got it, some didn’t. One commented that the costs could add up. Sure. So can the return, if you know what you’re doing – and testing. And measuring response.

Over at the Huffington Post, a reader pointed out someone making fun of direct mail as an out of style waste of money for political candidates. No question: BAD direct mail is absolutely a waste of money, whether it’s sent by a business or a political campaign. Most political direct mail is horribly done (but not all of it).

However…Done right, direct mail is still incredibly effective, but hey, don’t listen to me, keep thinking about that extra penny.

Somewhere in heaven, Dick Benson must be shaking his head with disdain.

2 thoughts on “42 cents for a stamp? Run away, run away!”

  1. I will say I love direct mail. I write thank-you notes to all my clients after sales or completions of big projects…. The main reason being… IT’S PERSONAL.

    No one is personal anymore. Everyone wants to send a typo filled email that takes two seconds to complete. I strongly dislike that. Of course, I write emails, but in this day and age, people are so connected that they are more distant than ever. As a result, I write those notes to show them I take the time to thank them.

    $.42 is not a big deal at all!! C’mon people, how stingy are you?

    ~the GURU

    The Small Biz. Gurus last blog post..Selling Off People’s Lives

  2. Ooops, I started off talking about direct mail and then become immediately side-tracked… ahaha!

    Direct Mail can still be helpful IF it’s aimed at the right areas and has relevant information. I get quite a bit of direct mail which I throw away immediately because it does not pertain to me. If businesses take some time to do some analysis and send the mailings to appropriate areas, there will be success.

    ~the GURU

    The Small Biz. Gurus last blog post..Selling Off People’s Lives

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