The 2011 Postal Rate Increase: An Internet Marketer's Midwinter Night's Dream
Dear Mr. Postmaster General and the honorable members of the Postal Regulatory Commission,
As an online marketer, I want to thank you. I cannot wait until you raise postage rates come January. Now some people may not agree with me, but I applaud your efforts to consistently raise postage rates.
As I was starting my business a few years ago, you announced an incredible postal rate increase — if I remember correctly, around 20 percent — that really helped my business take off. So many direct marketers, who could no longer afford to profitably mail catalogs and other direct mail, came calling. As a result, my business flourished (as did many of my comrades in the online space).
Now I hear you're on the verge of passing something called an “exigent” rate increase, pushing postal costs up another 5 percent. Very cool, thanks! I also love how you got around the specific language that was designed to keep you from arbitrarily raising rates. 🙂
Right now I bet many direct marketers are pretty angry with you. They're probably feverishly calculating their profit-and-loss statements to determine how many previously profitable mailing lists aren’t going to be profitable anymore. How fortunate for me. I wonder how many new customers I can pick up come the first quarter?
And one other thing I want to mention as long as you're reading this: You know those summer postal “sales” you've had the last two years? Yeah, those ones where the criteria for qualification to receive the discount are ridiculously hard for mailers to meet? Well, I really appreciate your help in disillusioning the direct marketing community. Remember, the more jaded and disillusioned it becomes, the better for my business.
That’s it for now. I hope this letter finds you all well. Keep up the good work — my business needs it!