It’s logical for online marketers to use email to contact their customers. It’s inexpensive compared to printing and mailing materials and changes can be made on the fly – something you can’t do very well with a direct mail piece.
But Postmaster General Patrick R. Donahoe wants to remind you all that the US post office is ready and willing to be a part of an integrated marketing campaign. Speaking to the National Postal Forum, he said,
“Our industry needs to give all marketers a sense that mail can be used in new ways. We need to drive a better understanding of the value mail brings to integrated marketing campaigns.”