Attention-Grabbing Direct Mail

Presort.com   October 7, 2015    

Think back to past decades. Everything was oversized. MC Hammer was famous for his big pants. Laptops were the size of suitcases. And cell phones were like bricks. That trend toward all things jumbo also applied to marketing, where direct mail was bigger, too. Billions of flats, some measuring 17 3/4” x 12” or larger were processed by the United States Postal Service.

In 2007, emphasis went from piece weight to piece shape/size. The cost to mail flats dramatically increased, causing a drop in flat mail volume. Data from the USPS Revenue, Pieces and Weight statistics from 2007 and 2014 show that in 2007, 30.5 billion mail pieces handled by USPS were flat mailers. Compared to 2014, the number of flat mail pieces processed dropped 41 percent to just over 18 billion.

Today, just like outdated, oversized cell phones, large direct mail formats no longer fit the industry’s landscape. Thanks to new mailing regulations introduced in 2012 that organized letter mail into a number of categories including enveloped, folded self-mailer, booklets and unenveloped mail, marketers are now innovating with attention-grabbing formats that stand out because of creativity, rather than size.

[More at TargetMarketingMag.com]