So the planned postal strikes have arrived today (even though we had both a delivery and a collection at our office - go figure!), and we find ourselves wondering if Royal Mail will soon make it's 'Last Collection' for good.
Regardless of the fact that the Communication Workers Union is effectively the 'turkey voting for Christmas' by crippling their employers business, jeopardising their own jobs all in the name of protecting member's interests. Crazy!
With an unreliable postal service and more people opting out of receiving unsolicited mail through the Mail Preference Service, does direct mail have a viable future? As Royal Mail is responsible for the last leg of the delivery to our front doors, even if you have used an alternative provider like Business Post, the options for cost effective distribution of direct mail on a large scale are limited to say the least. If you have an idea how Direct Mail can survive this, send your answers on a postcard... doh!
Of course, many sales promotions rely on the post to fulfil offers, premiums and competition entries, so there are wider implications for our industry. Ultimately, this industrial action will only serve to drive even more activity online*, perhaps never to return.
* If you want some outstanding solutions for delivering sales promotion solutions on the internet, the experts at Mosaic Marketing promise to deliver the goods.
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