Last week I had an interesting conversation with a friend of mine who owns a direct mailhouse. It wasn’t long before we were talking about the “future of direct mail business” – in fact based on his outlook I questioned why he did not sell now and get out.
I sat for almost a half hour listening to why post office rate increases are going to kill the industry followed closely by the demise of direct mail due to digital communications. (BLAH, BLAH, BLAH)
His jaw nearly dropped to the floor when I insinuated maybe it was his fault! What other industry can you boast of a 3-5% success rate (or a 95-97% failure rate if you are glass ½ empty person) and feel good about. Even baseball players who strike out 70-80% of the time offer better percentages.
So what is going to happen to the direct mail industry? Postal rates will impact direct mail but direct mailers have the opportunity to mail less and make more.
What are your thoughts?
Next blog: Mail less, make more and bat 300