Sometimes marketers get stuck in a direct mail strategy rut. They find a direct mail format that works and just stick to it. Over time, the ROI shrinks, but not enough to spend time making changes. This is easy, but not the right thing to do. When you get to this point, you need to get outside your comfortable box and create a new direct mail approach. This goes beyond thinking outside of the box, but to creating a whole new type of box. What do I mean? It is time to use inductive thinking to get to a better creative space. What is inductive thinking? It is when you observe something and you use that information to create something new. Why use it? Because this type of thinking causes you to ask questions, challenge rules and take risks you would not normally take. This leads to new and better ideas.
The U.S. Postal Service reported fourth-quarter 2020 revenue and service volume Tuesday, reflecting the end of a year of turbulence — both pandemic and political — including its impact on marketing.
While the report did not offer explanations for the shifts, the bottom line was a pronounced decline in media-related revenues — both marketing mail and periodicals — although commerce-related shipping services soared.
The decline in marketing mail — 5.6% in revenue and -3.9% in volume — is significant, given that the fourth quarter of 2020 included what would normally be an exception period of political direct-mail marketing, in what otherwise was a banner year for political media and marketing spending.
read more at: https://www.mediapost.com/publications/article/360440/postal-volume-plummets-despite-surge-in-ecommerce.html