Over 40% of direct marketers are concerned about declining response rates and budget constraints relating to printing, paper, and postage, according to Quad’s Direct Marketing Revolution 2023 report. And 32% are struggling to provide relevant, personalized, and customized messaging for consumers.
As marketers look for ways to save on costs, they’re thinking about how budget cuts will impact reach, explained Kris Persons, senior vice president of direct marketing at Quad, a marketing solutions company specializing in print marketing, during a recent Tech-Talk Webinar. Despite direct marketing’s effectiveness, budgets are not growing exponentially, and they aren’t elastic enough to absorb cost increases.
That’s where postal optimizations come in.
Direct marketers can save money by preparing mailings in advance to take advantage of US Postal Service (USPS) discounts, said John Puterbaugh, vice president of advanced media and innovation at Quad.
The USPS is transparent about its rates and how senders can reduce cost. Pricing includes type of mail, how a parcel is sorted, transportation, and delivery location.
Puterbaugh recommended three ways direct marketers can increase savings as it relates to freight, distribution, and postage:
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