When it comes to direct mail, the United States is really in a class by itself. Direct mail advertising and marketing are part of the way many enterprises do business, and the mail business here is no small potatoes.
It’s now an accepted fact that mail (and all the businesses it entails) is responsible for almost a trillion dollars’ worth of goods and services, some 9 million jobs and roughly 9% of America’s gross domestic product. It’s an essential part of our economic infrastructure.
In many ways, America is the direct marketing envy of the world. While there often are many criticisms we might choose to level at our postal system, there should be no doubt that the evolution of postal services in this country has contributed greatly to direct mail’s role as an engine of commerce and economic growth. Indeed, there are many postal organizations around the world that are eager to learn from the American experience.
Obviously, the cultural differences that exist among nations will make it impossible to replicate perfectly what has been developed here over a century. Nonetheless, there is a lot that we know that could be of great value to others around the world who are eager to learn. The only question is, how can we best get that teaching and learning done?
The United States has a long history of teaching others skills that can help them improve themselves. Indeed, the Peace Corps is rapidly approaching its 50th birthday. Unfortunately, I have never heard of the Peace Corps recruiting anyone with DM expertise to serve as a mentor to those eager to acquire such abilities. And why not?
Maybe instead of waiting for others to solicit us, we as an industry should offer economic development advice to others. If the Peace Corps isn’t the proper place, then perhaps extending our know-how to an organization such as the Universal Postal Union and its Direct Marketing Advisory Board is an option to explore.
Give someone a fish, and he or she is fed for the day. Teach that same person to fish, and he or she is fed for a lifetime.
GENE A. DEL POLITO is president of the Association for Postal Commerce (PostCom) in Arlington, VA.
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