A draft definition made public by the posts ministry Wednesday limited the scope of mail private companies can handle under the planned deregulation of state-run postal services by excluding most direct mail from the category.
Read MoreThe Direct Marketing Association (The DMA) today released survey results that indicate the upcoming June 30 postage rate increase will accelerate the movement of younger Americans away from First-Class Mail for bill payment, accelerating the United States Postal Service’s (USPS) financial crisis.
Read MoreJapan’s Ministry of Posts and Telecommunications is considering excluding credit cards and certain direct mail from the definition of ‘postal mail,’ a move that would open the way for the entry of private companies into such delivery operations, the Nihon Keizai Shimbun reported in its Saturday-morning edition, citing government sources.
Read MoreThe advertising recession appears to have bypassed direct mail, which had a boom year last year, according to ACNielsen MailTrack. Direct mail activity grew by 30 per cent in 2001, which is over and above a 25 per cent expansion of ACNielsen’s household panel, which now totals 800.
Read MoreMalcolm Oliver, a management consultant specialising in marketing and strategy in financial services, on why he likes Royal Mail’s continuing campaign to attract small businesses.
The brief: The introduction of the postal preference system, which lets people opt out of all direct mailings and has the requirement that companies obtain consent to include someone on a mailing list, has done much to reduce the volume of irrelevant “junk” mail that we receive. But direct mail still has an image problem, with many potential senders wary of exposing their customers to unwanted mailshots and deeply sceptical of the claims and motivations of the agencies that produce them.
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