Postal service in Finland tries an experiment that direct marketers will despise
Did you see this story about Finland's postal service? They're conducting an experiment with a small group of customers, in order to cut down on pollution and overall costs, in which all household mail is opened by postal employees in a "secured" location and then scanned and sent by email to the customer.
I suppose, in the age of Facebook, that people don't mind having other people eyeing their personal mail … and that it's hard as hell to open an envelope by ourself. The UK Telegraph writer begins the story smartly, sounding the alarm bells: "Not even the most intimate love letters, payslips, overdue bills and other personal messages will be spared under the controversial scheme."
Of course, few of us get love letters anymore, but that doesn't mean we relish the idea of others checking out our credit card bills. One commentator on a forum called the experiment straight from the KGB play book. (KGB seems a little extreme; I'll go with Orwellian, instead.) We like our privacy, and it's why the U.S. Postal Service continues to get such high marks from Americans: Our mail arrives where it's supposed to, and nobody opens it. Likewise, we receive mail that's retained its seal. When that seal is broken, so is our trust.
For the volunteer Finns, they can actually get their mail pieces delivered to them, but after it's been resealed … by a stranger. Creepy, methinks.
The direct marketing community, meanwhile, must frown on such an experiment. Reducing a well designed mail piece to a measly email? Now that's a lousy deal.
For now, some private companies are offering such services to consumers, such as Earth Class Mail, which originally brought the idea to Swiss Post, and Zumbox, which also scans your mail and then puts it into your Zumbox email box.