Email marketing works. Three simple words that still ring true – no communication medium offers greater benefits to the marketer and subscriber. We all know the benefits – fast, cost-effective, interactive, targeted, automated and measurable – just to name a few. Interactive marketers have long suspected that email and web-based communication technologies would cripple direct mail. Well, that day is here. Check out this recent article, “Lighter volume leading to changes in postal routes” – ironically posted by the AP from Indianapolis!
Some interesting stats from the article:
- For fiscal year ending September 30, the Postal Service lost $2.8 billion
- Mail volume fell by 9.5 billion pieces, or 4.5%
- Another postage increase is coming this May
So, based on my calculations, the Postal Service handled about 210 billion pieces of mail last year. Remarkable volume for sure. By comparison, we sent about 14 billion emails last year. So, as direct mail continues to get more expensive and email volume continues to grow (e-statements and e-alerts are helping to fuel this shift), we are likely to handle more deliveries than the Postal Service by 2012!
Effective marketers still need to leverage multiple channels (yes – email is not the answer for every communication) – but, there’s no doubt that direct mail has headed into a downward spiral. Long live email!
Some interesting stats from the article:
- For fiscal year ending September 30, the Postal Service lost $2.8 billion
- Mail volume fell by 9.5 billion pieces, or 4.5%
- Another postage increase is coming this May
So, based on my calculations, the Postal Service handled about 210 billion pieces of mail last year. Remarkable volume for sure. By comparison, we sent about 14 billion emails last year. So, as direct mail continues to get more expensive and email volume continues to grow (e-statements and e-alerts are helping to fuel this shift), we are likely to handle more deliveries than the Postal Service by 2012!
Effective marketers still need to leverage multiple channels (yes – email is not the answer for every communication) – but, there’s no doubt that direct mail has headed into a downward spiral. Long live email!
ExactTarget Feed
Powered by Compendium Blogware
Comments for Email Marketing Works!