Postal View- Have You Had Enough?
Postal rates have gone up yet again. Once more the ineptitude of the U.S. Postal Service has been demonstrated by its disregard of the effect postal rate increases have on companies such as yours. Have you had enough yet? Or would you like to entertain the possibility of another round of hefty postal rate increases?
The direct mail industry is the birthplace of database marketing and without the "direct mail experience," it is quite likely that the United States never would have developed the sophisticated information economy it now enjoys. It could be languishing in the information-age doldrums like many of our brethren overseas.
True, the power of the database can be employed in electronic alternatives to postal mail to great advantage. However, mail will remain a very important part of the way we communicate and do business, despite efforts to wire and digitize the United States. Postal mail is and will remain for the foreseeable future an integral part of our nation's economic infrastructure.
Then, why have so many within the direct marketing industry done so little to tell Congress and the White House that "we're not going to take it anymore!" Instead, many industry executives merely concern themselves with squeaking by the next quarterly report, and fatalistically hope that somehow this postal rate nightmare will come to an end.
Well, it won't come to an end solely by a wish and a prayer. And it's long past time that everyone within our industry take seriously the threat that lies ahead: a postal service that simply cannot find its way to the door without a guide.
Paying attention to and becoming involved in the postal reform debate is vital. Without question, as lawmakers mull over the issues that underlie our present postal crisis, someone, somewhere will try to raise the shibboleths hucksters have been peddling about the evils of database marketing. If our industry allows these sorts of issues to poison the well of the postal reform debate, not only won't we get a postal system that facilitates, rather than impedes, the transaction of commerce, we may lose the right to use the very tools that have made our industry flourish.