I collected mail from a PO box today and was once again struck how many people did what I did. I struggled to get the mail out of the small box; not because there was a lot of mail in there, simply because of all the unsolicited brochures, mailers, junk flyers etc. They come in a huge bundle and a royal pain in the nether regions.
There are big tables and very large trash bins that, as far as I can see, only to serve to sort the wheat from the chaff and to dump the chaff. The bins are invariably full.
Someone is paying big bucks to create, print, and mail these items. And all that happens is they get dumped without a second glance. Your ONLY chance of making an impression (positive or not?) is when the recipient sorts through to ensure that there is no real mail in the middle of this stuff.
Is that how you invest your marketing spend? Do YOU pay for creative, print, mail just to see your investment thrown away?
I hope not, but its worth checking!