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Direct mail is a powerful marketing tool that can help businesses of all sizes reach their target audience and drive results. However, the recent spate of constant rate surges by the United States Postal Service (USPS) is making it increasingly difficult for businesses to afford direct mail. These rising costs are forcing businesses to re-evaluate their direct mail strategies and explore alternative marketing channels. As a result, some businesses are shifting their focus to onmichannel marketing, while others are experimenting with more targeted and personalized direct mail campaigns to justify the higher costs.
Rate surges can significantly increase the cost of direct mail campaigns. This can make it difficult for businesses to maintain their marketing budgets, and it can also force them to reduce the size or scope of their direct mail campaigns.
The increased costs associated with rate surges can also reduce ROI for direct mail campaigns. This is because businesses will be spending more on postage, but they may not see a corresponding increase in sales or leads.
Businesses that rely on direct mail to reach their target audience may lose their competitive edge if they are unable to afford to keep up with the rising costs of postage. This is especially true for small businesses that have tight marketing budgets.
Rate surges can make it more difficult for businesses to justify prospecting with direct mail if they feel it is no longer worth the cost. This can lead to declining sales and leads for businesses in the long run.
Incessant rate surges are a significant challenge for businesses that use direct mail. However, there are several things that businesses can do to mitigate the challenges of rate surges, such as using postal presort and other mailing discounts, targeted direct mail lists, personalized direct mail, and coordinating use of digital marketing channels.
