The Death of Direct Mail Marketing?
Direct mail was always the tried and true method to capture new customers. For years, the trend shifted towards e-mail, but marketers suggested that the tide would reverse when faced with anti-spam legislation and a growing push-back by businesses. A recent research report indicates that the trend against direct mail is alive and well. Click here for the full report.
It’s clear the cost of e-mailing can be a fraction of a direct mail, but it’s often a simple ‘delete’ to get rid of it. On the other hand, a clever mail piece can float around the office for quite awhile. At the moment though, it seems on-line marketing has finally overtaken direct mail.
For those companies with a very accurate mailing list and an appealing gimmick or packaging, direct mail may still be the way to go. But the trend isn’t looking good. Whatever happened to the sales phone call? Does any executive pick the phone anymore?
