Educate Yourself
THE POSTAL INDUSTRY IS UNDER attack, and it’s time people in our business took it seriously. Too many who make their living from the mail are turning a blind eye and a deaf ear to the endless and often mindless assaults of those who would like to make business mailers 21st century pariahs.
Those who follow the latest postal news on PostCom’s Web site (www.postcom.org) probably noticed that once again the press is urging government to limit business’s use of mail. You’ll find the usual complaints about mail’s intrusiveness, the violation of citizens’ privacy rights, the deforestation of America and the despoiling of its environment.
Every one of these attacks is based on false premises, and people in our industry should know the facts.
Such as:
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Surveys by independent data collectors consistently revealed that some 85% of those who receive unsolicited advertising in the mail said they at least look at these pieces before deciding whether to read them immediately, set them aside for later reading, or ignore them. Only 6% object to getting it.
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Of all the vehicles for communication and commerce, mail is the least intrusive. It doesn’t interrupt dinner. It doesn’t prevent you from seeing or listening to the programming you prefer, or force endless mouse clicks to get to what you really want to see on your computer screen.
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Every member of Congress uses direct mail to raise campaign funds and communicate with constituents if elected.
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The very people who level the most vitriolic accusations against direct mail (newspapers and nonprofit environmental groups) are some of the most significant users of direct mail for advertising distribution and fundraising.
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Advertising in the mail provides the same kind of benefits to society as ads in other media. In fact, it goes TV, radio and newspaper advertising one better, making it possible for every American to receive free mail delivery.
So get and learn the facts! Your business’s future could depend on it.
GENE A. DEL POLITO is president of the Association for Postal Commerce (PostCom) in Arlington, VA.
