Greek Post Hikes DM Rates 70 Percent

Share this content:
Greece has jacked up postal rates for most direct marketing material, including magazines, by an average of 70 percent, giving mailers less than a week to adjust to the new prices.


"Anything which was not the normal A-5 letter size got hit by the increase," said Alastair Tempest, director general of the Federation of European Direct Marketing. "This is a smack across the face for Greece's growing direct marketing industry."


Implications of the increase, he noted, could spread beyond Greece.


Italy, for example, has improved its woefully inadequate postal service substantially in recent years and could see a mammoth price hike burnish its balance sheet over the next couple of years.


Other smaller posts could follow, although Europe's postal liberalizers -- the Scandinavians, the Dutch, the Germans and the British -- would not.


The European Commission might look into the increase, Tempest said, arguing that the Greek post office was not short of money and did not face the risk of bankruptcy. But the EC is unlikely to make the hike a big issue.


"The Greeks may argue that they have to make a profit because they have agreed to sell off the post office and the more profitable they become, the more money they would get in an IPO on the Athens stock market," Tempest said.


Meanwhile, Greek companies just beginning to examine direct marketing in their media mix are likely to become gun shy.


"They will not be amused when fulfillment houses come back and tell them, 'We have to charge more,' " he said.


close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above