Recently the United States Post Office made a decision to change the classification that was referred to as “standard mail” to "marketing mail." This is a topic of some concern among nonprofits because anything that was referred to as direct-mail that was marked with the word "standard" will now read "marketing." The current thinking is that more recipients will throw out the mail because of the change in labeling.
Chances are likely the affect will be minimal if anything and here’s why. Only about 25% of recipients of any list will consider reading direct mail, regardless of the offer. Those who do read it will give it 15 or 20 seconds of their attention. They glance at headlines, subheads, pictures, and offers. They are not looking to see if it’s first class, nonprofit, standard or marketing and that’s because they are not reading. They are just scanning to see if your mail is interesting, relevant, or valuable. By the time they see the new marketing indicia, they already know it is marketing, but it’s a benefit to them so they won’t care at that point.
If you continue to practice the tenets of direct mail, then there is no cause for concern. Direct mail works when you engage the reader with your mission, service, or product, there is interest in your message, and you have provided an appealing incentive to act. Once they open that mail make sure you:
- Make every word clear
- Articulate the mutual benefits
- Invoke emotion with relevant imagery
- Present a clear call to action
- Make responding easy
- Inspire
That indicia label just won’t matter.
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