Thursday, April 01, 2010

Envelope or impact?

I went to a presentation last night by Dylan Taylor the Exec CD of BMF in Sydney.

He spoke about awards and judging award shows. An interesting talk by a very talented man.

Part of his preso focussed on mail as a medium and how he was seeing less and less dimensional mail being produced.

This is something that has troubled me for a while too.

Our inboxes are overloaded with work emails and spam. So email is becoming less and less effective as a direct marketing medium.

I'm hoping this will give rise to a growth in direct mail.

Only one problem - Australia Post.

They are big supporters of the direct marketing industry. As long as your definition of direct is letters or leaflets in standard sized envelopes.

But if you want to do anything out of the ordinary the postal charges are prohibitive to say the least.

Mail a standard DL envelope and it costs around 50c. Mail something the same size but 10mm thick and it could cost up to $5 to mail.

So unless Australia Post come to the party (or you can find a budget delivery company) doing three dimensional ideas through the mail will become a dying art.

Which I think is a damn shame.

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