Letter: USPS Must Explore Opt-In Mentality

Share this article:
Like Mark Twain, the U.S. Postal Service will characterize the DMA's pronouncement of its imminent demise as premature.


Having recently attended a DMA e-commerce conference, I can attest to the fact that Netiquette makes it virtually impossible to reach a business-to-business audience. If direct mail had to overcome the permission marketing hurdles that seek to govern e-mail, the USPS really would be out of business.


Here's a smart move for the USPS: Take advantage of the opt-in mentality. Deliver a snail-mail to each customer asking for permission to deliver mail electronically. In return, promise a lower volume of Standard-A mail, free book of stamps, whatever! And, if successful, the USPS would capture a substantial file of e-mail addresses matched to physical addresses, which are the Rosetta stone to link e-mail with every physical address-based file in the world. USPS could even get in the broadcast business or farm it out like NCOA.


Marketers would have the advantage of a "U.S. E-Mail" permission stamp. Even the greens (who tend to be the most vitriolic anti-spammers) ought to like the tree savings. The revenue potential from this strategy would enable USPS to cut postal rates for traditional mail.


Everybody's happy - except the unions - which is why this may never happen.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Mail

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Direct Mail

USPS Commissions Brain Research on Direct Mail

USPS Commissions Brain Research on Direct Mail

The Office of the Inspector General seeks neuroscientists to investigate human responses to digital and physical media.

Direct Mail Remains Impactful

Direct Mail Remains Impactful

Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers will spend $45 billion on ...

Delivered: Coupon Mailers

Delivered: Coupon Mailers

What's in our mailbox this month: Coupons. See which ones are good deals—and which ones you shouldn't deal with.