Decline in Direct Mail Means Opportunity

CNNMoney.com reports that the volume of direct mail has declined precipitously in 2009, after gradual declines in 2007 and 2008. And that's bad news for the economy, so they say. "Less junk mail means fewer companies want to sell you their services -- whether that's personalized checks or rug cleaning -- which reflects wider problems in our economy."

Yes, they call it "junk mail," but, hey, it isn't "junk" unless you fail to recycle it. Direct mail is a 100% renewable resource, and the most credible and least intrusive way to reach potential customers. Which brings me to the point. If there is less junk mail arriving in local mail boxes, now is the ideal time to launch a direct mail campaign. There are fewer distractions and a greater chance of your marketing piece getting full attention. This is an especially good time for business to offer discounts or coupons. People still need products and services and they will go to the suppliers that get their attention with a good offer. You can bemoan the state of the economy, or you can seize the initiative to gain a bigger share of the market. And that is not junk.