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Uncertain Futures: The USPS and Direct
Marketing's Changing Role
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Nikki Baird, Managing Partner, February 2012
Introduction
In Fall 2011, the United States Postal Service announced major cuts to its services
to help the entity stabilize its ballooning costs and declining revenues. Whether
Congress intervenes or the planned cuts and price increases help the USPS
return to growth and profitability, the agency continues to face additional pressures
from the digital domain as consumers increasingly turn to digital channels to
receive communications that once came exclusively via their homes' mailboxes.
While it is still unclear exactly which planned changes will ultimately be
implemented, and whether they will have the desired effect, there are several
things that direct marketers can do to prepare themselves for change. Direct
marketing's role will never go
Uncertain Futures: The USPS and Direct Marketing'
The Uncertain Future When the USPS first announc
How will your company's investment in each channe
Delivery timing changes will make coordination be
online-oriented calls to action. This leaves reta
direct mail piece onto their website would be rav
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