Is direct mail dying? Not this year

Share this content:
A number of agency executives have told me in recent months that they worry the direct marketing industry as a whole is too often associated only with direct mail. It's fair to say that some see the medium as not representative of the tech-savvy strides being made through the industry.

However, one area where direct mail isn't out of vogue is the political arena. A few quick Google News searches reveal that Mississippi Gov. Haley Barbour, a Republican, is sending direct mail pieces into Iowa, where caucuses will play an important role in determining his party's next presidential candidate. Direct mail featuring President Barack Obama played a key role in Colorado's Democratic senatorial primary, as well. Another report revealed that a Florida state senate candidate spent nearly $16,000 on direct mail well before the November general elections.

Reports of direct mail's demise are greatly exaggerated - and never more so than during an election year.

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