I recently read an article about technological change written by Martha Beck. She says it’s no longer appropriate to ask, “Is your life on track?” She says that technological and cultural changes are happening so fast that there is no track anymore.

She suggests adopting a new metaphor–a kayak instead of a train–to more nimbly navigate into new, as-yet-uncharted, waters.

“Why do you cook with the oven door cracked open?”

It seemed like a logical thing to ask, but my wife gave me one of those “that’s a stupid question” looks, as if I was wondering why she breathes or shops. “Because, that’s the way I’ve always done it, that’s why.”

Not that it mattered, but I was curious.

If you’re like many mid- to large-sized businesses today, you’re probably experimenting with online customer communities. But, smart marketers realize that no single channel should be relied on to reach consumers. So we’ve decided to offer a few tips for those of you looking for fresh ways to mix your mail, digital, and other media to promote an engaging marketing message.

People are always looking for the “magic bullet,” that one secret weapon that will instantly improve their direct mail response, with no effort or cost of any kind.

When you find it, let me know. Then, I’ll give you directions back to planet Earth.

On this world, direct mail success isn’t about magic, it’s about continually and consistently applying smart tactics, and discovering the right formula for your products and services.

With the economy ticking back, marketers are looking for new, creative ways to reach consumers while increasing returns–and, they’re demanding more for their dollars.

In response, the U.S. Postal Service® is developing a variety of programs that would bolster our First-Class Mail® offering. We’re exploring opportunities that use the newest technology, like the Intelligent Mail® barcode, in combination with pricing incentives.