The U.S. Postal Service recently announced an annual loss of $5.1 billion. Revenue from First-Class Mail, the Postal Service’s largest and most profitable product, declined 6% from the previous fiscal year to $32 billion. Total mail volume declined by 3 billion pieces, or 1.7%.  Their cost structure is a contributing factor to the losses, but we all know the larger culprit:  the migration of personal and business communication to the Internet.  Why write or type it, print it, fold it, stuff it, address it, lick it and drop it when you can just type and click Send?

A couple of Brave New Brands can defend the snail mail way quite well and progressive marketers should take heed.

One is no other than the United States Postal Service, by way of their self-published promotional vehicle for the business market, Deliver – A Magazine for Marketers.  Deliver is a very thought-provoking and instructive publication that makes a compelling and studied case for the power of direct mail to bolster and be a vital part of the business
marketing mix.  This bi-monthly glossy magazine finds its way to marketers’ inboxes and is a welcome break from the 100+ email solicitations many in the marketing and agency world receive daily from so-called authorities, consultants and marketing services providers.  Deliver shares real-life case studies, ideas and stats on making direct mail an important part of almost any marketing program.  The tactile, physical nature of direct mail is giving this old form new life.  Why?  Direct mail is something we can hold, feel and open (again) in a world gone digital.

Check out Deliver, then subscribe, learn and leverage at delivermagazine.com

Another brand wise to mail’s tactile, tangible power is Kyp.  Kyp is a company marrying the best of tactile and digital marketing tools.  Their webkey (like a thumb drive in a branded, printed casing – but much more robust once plugged in) is often mailed, left behind or handed out to prospects to create physical engagement and, the exciting part, tangible results.

The iKyp webkey bridges the physical media and the digital world. The interactive iKyp format engages recipients with brand messages offline then drives them seamlessly online to learn more via the webkey. All they need to do is insert it into a computer USB port and a destination site developed by the marketer immediately launches.

The iKyp webkey is the only technology that offers a unique ID fingerprint, allowing marketers to create personalized and progressive web experiences for their audiences, while tracking campaign efficacy and individual user behavior.  It’s the best of old economy direct marketing and new economy digital engagement and tracking.  Visit http://www.kyp.com/Home.aspx and learn how it can help you engage and convert your prospects.

If you think marketing by mail is past its prime, think again – or you’re missing a big opportunity.  As these brands advocate and prove, what used to be clutter now stands alone.