Rick Middleton Copywriting

Should organizations turn away from traditional "snail mail" and toward cheaper alternatives like e-mail or Internet micro-sites?

Baby, I Wrote You a Letter:

The Magic of the "Mail Moment"

While electronic communications are effective for many marketing initiatives, people still feel a unique connection to physical mail -- an intangible relationship that no other medium can match.

According to the U.S. Postal Service, old-fashioned Mail (the kind that uses paper, ink and stamps) is still effective:

• 39% of households find advertising Mail interesting, compared to 9% for e-mail advertising and 3% for telemarketing.
• 56% of respondents say receiving Mail is a "real pleasure."
• 55% "look forward" to discovering the Mail they receive.
• 67% feel Mail is more personal than the Internet. 

The USPS refers to the time that people devote to sorting their mail and giving it their undivided attention as "the Mail Moment." The value of Mail -- and yes, the USPS capitalizes the word -- is discussed in detail in their helpful brochure, The Mail Moment, and at their online direct mail resource center.

To make the most of your organization's "Mail Moment," contact me today.