How Does Elimination of Saturday Delivery Affect You?

By | February 12, 2013

How does elimination of Saturday mail delivery affect the printing industry? I’ve read different opinions in different places, but the most interesting opinion (to me) came from Mario Lima, a social media marketing specialist, posting a comment in the Print Production Professionals LinkedIn discussion group. He said,

Mail that would normally drop on Saturdays will most likely be received on Mondays instead, so on Monday there may be more competition for a recipient’s attention. Also, because there’s one less day of mail delivery there may generally be one or two additional pieces of mail in a day. So being creative with your mail continues to be very important to get your piece the recipient’s attention. The more they notice your piece, the more likely it will be opened.

Great points! Some of us in punditland have been saying for awhile that less mail in the mailbox is a good thing for marketers because it means that the mail that does arrive is more likely to be noticed. But with elimination of Saturday delivery (which the USPS has indicated will start in August), the volume in the Monday box will rise.

Does this mean that marketers planning to hit the mailbox on Mondays will want to shift to “lighter mail” Tuesdays instead? I wonder.

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2 thoughts on “How Does Elimination of Saturday Delivery Affect You?

  1. Katherine OBrien

    There is some debate as to whether the USPS can eliminate Saturday delivery…but most pundits feel it is inevitable–2012 proposed postal reform carried this stipulation.

    Eliminating Saturday delivery is likely to have the biggest impact on weekly publications, retailers promoting weekend sales and rural newspapers that use the USPS for weekly delivery. (Hallmark is understandably lobbying for six day service to stay in effect.)

    All mailers, especially those doing fundraising, like nonprofits, must reckon with 16% fewer mailing days. For planning purposes, maillers with longer lead times must cover all contingencies–will Saturday delivery end Aug 5, 2013? If so, they must adjust their mail cycles…but then again, what if it doesn’t?

    Overall, Congress must act NOW on postal reform. Joel Quadracci will present the publisher/mailer perspective tomorrow at a Congressional hearing:

    http://info.outputlinks.com/american-printer/bid/82291/Quadracci-To-Testify-On-Saturday-Delivery-and-Postal-Reform-This-Week-Washington-D-C

  2. Gina Danner

    I have thought for some time that Saturday mail could be eliminated without too much disruption in effort. Yes, a little more planning was needed.

    With that said, I think for organizations targeting consumers, Saturday mail delivery may be the one day of the week where consumers have real time to look at the mail. Response rates may be significantly impacted.

    Yes, Congress needs to enact real reform. The prefunding of pensions is ridiculous and the inability for the post office to be truly nimble is a hindrance at all levels.

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