Direct mail has staying power

Share this content:

“Is direct mail deader than disco?” That was the question recently posed by a marketer on a business networking Web site. Judging from the wiggle room now available in mailboxes across America, it might appear that the sentiment is one shared by many companies, especially with today's unprecedented economic trials.

Marketers throughout the country are increasingly reducing their investment in or even abandoning the direct mail channel in favor of cheaper options such as digital. But do consumers actually prefer digital to mail?

A new DMNews/Pitney Bowes survey on consumer attitudes and behaviors related to mailed promotional materials concludes that direct mail is still definitely a channel to be reckoned with. Results of the survey, conducted in September 2008, suggest that drastically reducing or eliminating use of the direct mail channel is probably not good for business — especially in light of the economic slowdown. What's more, holding on to old-fashioned notions about direct mail may leave companies vulnerable to competitive promotional offers that arrive in one of today's most personal and relatively uncluttered points of contact: the consumer mailbox.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above