By now, you’ve probably heard that the US Postal Service will stop Saturday mail delivery in August, 2013. How will this affect your direct mail marketing efforts? Less than you’d think.
First, we want to allay any fears that the move has something to do with the death of mail. Mail service is still alive and well, and will be for the foreseeable future. The shift away from Saturday service is an attempt to control costs at an agency that’s losing money largely in part to internal decisions relating to health care and pensions, not the volume of mail being sent. Also, it’s worth noting that packages will still be delivered on Saturdays, giving you a chance to stand out from the crowd with dimensional mailers or other special items for your best customers or biggest prospects.