Yikes! No More Saturday Mail Delivery!

I’ve been asked by several of my clients lately, what I think the impact of the U.S. Postal Service’s recent announcement to stop delivering mail and magazines on Saturday starting in August will be?

In reality, the change matters little to the companies that bombard Americans with the most mail because most businesses that rely on the Postal Service for advertising purposes have always preferred their mail be delivered on weekdays.

Still, the impact from this decision will likely vary by marketer and their individual direct mail strategy.

If you are trying to time mail delivery in conjunction with a specific offer, then some adjustments to your mailing schedule will have to be made.

An example would be a car dealer who tries to time delivery of their piece to their audience on the Friday before a weekend sales event. Typically a marketer can “time” their mail’s in-home delivery within a 3-day window where the early mailers are delivered on Thursday, another batch delivered on Friday and then the back end delivered on Saturday. In this new scenario however, those Saturday deliveries will become Monday deliveries and thus irrelevant, because the sale will have ended.

So, as a direct mail marketer, what steps can you take to circumvent the USPS decision?

Well for starters, the USPS plans to publish specific guidance in the near future for business customers about its new delivery schedule. Taking advantage of mail tracking via IMB (Intelligent Mail Barcode) will also help to better plan future mail schedules, as will taking advantage of accelerated delivery strategies such as drop shipping into local USPS SCFs (Sectional Center Facilities) or DDUs (Direct Delivery Units).

The truth is, direct mail remains as one of the best ways to reach more types of customers and reach them on a deeper level than other methods. In other words media that consumers can touch and feel resonates and touches more emotions than those of the nearly any other media variety.