The Power of the Mailbox Revisited

January 14, 2013 / John Paul Strong / 0 Comments /

Last Thursday I wrote about pulling buyers down the purchase funnel faster with direct mail and noted an overall decline in the number of mail pieces I’m seeing.

I wanted to know why, so I did some more research and found this from the Boston Consulting Group.

mail volume projection

Their study states:

We expect First-Class Mail to continue its ongoing trend of long-term decline, while Standard Mail will experience some rebound in the next few years – closing perhaps a third of the gap vs. the 2006 peak but never recovering the volume highs of the 2005-2007 era.

Create a direct marketing strategy for 2013 and you will see what I’ve know for years: There is still great power in the mailbox!

About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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