When your editor makes a decision to defend you in the comments section below a feature article, then the article must have hit a nerve! I talked to several mailers, and association leaders who represent them, in a feature this month in the magazine ... as I should: mailers have a lot to say about goings-on at the Postal Service
Once, there was a Constitution-ordained, universal delivery service of hard-copy, print communications called the United States Postal Service. It was affordable, reliable and the most efficient of its kind in the world. Direct mail was its bread and butter, and many brands that sought to find and keep customers in a very targeted manner used the service avidly.
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.