There has been a lot of talk recently about the new postal increase, and those increases planned for the future. Many direct marketers are talking about how they may have to decrease their direct mailing campaigns -- particularly to their prospect universes -- so that they do not blow their DM budgets. We reply to that logic with a heart-felt, "No Way, People!"
The key to dealing with these types of increases is by marketing smarter. Utilizing intelligent direct marketing tools such as analytics and database tools, you can market to those prospects most likely to respond to your offers, and weed out those who likely will not. As Direct Marketers, we have a plethora of tools available at our fingertips. While most do require some upfront costs, they will definitely save you money upon implementation. Mailing costs are just one of the costs that will be postively impacted. When you start to factor in costs of printing, piece-development, etc., you can quickly see how the utilization of these tools can help you meet -- and exceed-- your budgetary objectives.
Just a little food for thought as you are planning your direct marketing strategy.