Following Google and USPS Rules — and Still Profit
Let's face it, if you're a business that relies on internet marketing and/or direct mail, Google and the U.S. Postal Service set the rules and we have to abide by them to survive ... err ... flourish.
That's become more challenging in both spaces lately, not just because consumers and prospects often feel over-marketed to — but because just once retailers, nonprofits, insurance companies, small businesses (okay, everybody) finally got comfortable with how the mail and the email was policed, they up and change the rules!
Fortunately, we at Direct Marketing IQ have the ultimate cheat sheet for direct mailers looking towards the new 2014 USPS changes with a combination of fear and loathing. Register for this FREE 45-minute Sept. 24 webinar "Direct Mail Prep for 2014 - Are You Ready for the USPS changes!?" to hear three of the top experts, including USPS's intelligent mail specialist Pritha Mehra, Pitney Bowes' Judy Kalus and U.S. Monitor's Paul Ercolino.
You'll learn how to adopt the Intelligent Mail barcode (IMb) full service technology by January in order to qualify for automation discounts — which can significantly affect your direct mail program. In-home delivery is also going to shift, so we'll walk you through how to capitalize on these changes.
The solution for the "Love it!" (most consumers) or "Hate it!!!" (most marketers) "Promotions" inbox for Gmail is thornier. There is no Switzerland on this subject, as most marketers are convinced it damages their business and most consumers like the new Gmail feature (which divides your email inbox into three tabs: Primary, Social and Promotions).
The "new inbox that puts you back in control" was first mentioned in the "Official Gmail Blog" on May 29 — and it was rolled out mid-Summer. Unless you've been hiding under a rock where you can also eat and sleep, you've probably read a few marketing articles about this ... heck, even the New York Times talked about direct marketing (!) and the Gmail issue on Sept 15: "Retailers Fight Exile From Gmail In-Boxes."