It seems inevitable that we will be dealing with 5 day mail delivery in the not too distant future. How devastating is this?

Any direct marketer these days who is not doing everything possible to put their offer in the correct mailbox is already missing the boat. Selectivity on lists has increased dramatically. Enhancements and modeling is enabling marketers to identify their target audience on both their house file and prospecting lists. Address hygiene goes way beyond just NCOA.

So, if a marketer is taking advantage of all available options to reach the best potential customers, shouldn’t they all just be waiting to receive your offer? Maybe - just maybe - absence will make the heart grow fonder. Perhaps those customers and prospects will be looking for your offer on one of those 5 days of a full mailbox.