Can "Junk Mail" Help Grow Your Business?
I miss “junk mail.” It’s true. Even though I sometimes complained when
digging out from a pile of mail, I actually enjoyed opening it.

I miss “junk mail.”
It’s true. Even though I sometimes complained when digging out from a pile of mail, I actually enjoyed opening it.
For me, it was never “junk.” Where else can you receive, at no cost and no hassle, countless offers to experience new products and services, often at discounted rates? (Yes, I know and love the Internet, radio and TV infomercials, but those experiences are far less fulfilling tactilely.)
True, some of my mail was irritating, but much of it was fascinating. My favorites included catalogs with tools or gear splashed on the covers, letters with teaser comments daring me to peek inside, self-mailers die-cut and folded in ways that demanded my attention, and any kind of bulky or bumpy mystery package.
And of course, there were magazines that I always scanned to see if another publishing company had come up with a clever technique for improving the reader experience.
All of that engaging mail has slowed to a trickle and could become extremely scarce. The USPS is projecting a 2009 net loss of $2.67 billion and is likely to close thousands of local post offices, cut Saturday delivery and charge a lot more for its services for years to come.
While the global recession is heavily to blame for the severe reduction in mail volume, the Internet is the real game-changer. Marketers feel promoting their goods and services via the Internet is faster, cheaper, and easier to manage.
Sometimes it is. You are reading this blog online after all.
Because I work for a media company providing print, e-media and direct mail solutions, I love the variety of mediums we offer to marketers and readers. I am especially geeked about our innovative digital tools that improve engagement and instantly connect readers with the products they need.
But I also sense opportunity for businesses that incorporate snail mail into their plans. Here’s why.
So as you consider all the cool ways to connect with your prospects via the Internet, consider adding postcards, brochures, or (shameless plug alert) magazine ads to your plan. Savvy marketers know that combining print and e-media produces the best results.

©iStockphoto.com/kickstand
I miss “junk mail.”
It’s true. Even though I sometimes complained when digging out from a pile of mail, I actually enjoyed opening it.
For me, it was never “junk.” Where else can you receive, at no cost and no hassle, countless offers to experience new products and services, often at discounted rates? (Yes, I know and love the Internet, radio and TV infomercials, but those experiences are far less fulfilling tactilely.)
True, some of my mail was irritating, but much of it was fascinating. My favorites included catalogs with tools or gear splashed on the covers, letters with teaser comments daring me to peek inside, self-mailers die-cut and folded in ways that demanded my attention, and any kind of bulky or bumpy mystery package.
And of course, there were magazines that I always scanned to see if another publishing company had come up with a clever technique for improving the reader experience.
All of that engaging mail has slowed to a trickle and could become extremely scarce. The USPS is projecting a 2009 net loss of $2.67 billion and is likely to close thousands of local post offices, cut Saturday delivery and charge a lot more for its services for years to come.
While the global recession is heavily to blame for the severe reduction in mail volume, the Internet is the real game-changer. Marketers feel promoting their goods and services via the Internet is faster, cheaper, and easier to manage.
Sometimes it is. You are reading this blog online after all.
Because I work for a media company providing print, e-media and direct mail solutions, I love the variety of mediums we offer to marketers and readers. I am especially geeked about our innovative digital tools that improve engagement and instantly connect readers with the products they need.
But I also sense opportunity for businesses that incorporate snail mail into their plans. Here’s why.
- It’s hard to beat the tactile feeling of a direct mail piece, especially if a little creative design has been applied.
- Magazines, catalogs and brochures offer a 3-dimensional visual experience not available via other mediums.
- Many people still prefer to curl up or sit down with a printed product vs. a laptop.
- I find spam in my e-mail inbox far worse than unwanted mail.
- I save printed material longer than digital materials.
- It’s easy to target a message to specific zip codes or demographics.
- But the No. 1 reason businesses should incorporate mail into their marketing plans is that it can truly stand out from the clutter – because there is no clutter.
So as you consider all the cool ways to connect with your prospects via the Internet, consider adding postcards, brochures, or (shameless plug alert) magazine ads to your plan. Savvy marketers know that combining print and e-media produces the best results.
junk mail
August 19, 2009
Hey, nice job with your article
I too love to complain and look at junk mail
who knows what's out there I just can't live without
kudos dude-ster
visit my blog,'the carpet cleaner's crocodile."
frankie Chocolate
Spam?
October 6, 2009
After 6 months of consistent effort, I managed to clear my mailbox of junk completely.
Email is far tougher, especially since your company, BNP media, has started spamming me too. Let's see if we can't get BNP media spam to the top of google's results.
junk email
December 30, 2010
I usually send emails to clients about our new products, beautiful photos or brochures, 99% clients thanks me for recommending, two or three clients donot like, different people have different tastes, it depends. But I also like junk email. even if I have to spend time on deleting it.