31 March 2009

Direct mail in transformation

A recent report from the Winterberry Group analysed the Direct Mail trends in the USA. One of the most important conclusions is that, under influence of the recession, the use of mass mailings is shifting to more targeted direct mail. In 2008 direct mail spending declined 3%, this is the first decline in more than 60 years. Two other noticable developments are: most marketers have found that online direct mail campaigns are complementary to hard-copy direct mail and an increasing powerful array of marketing automation technologies permit marketers to be more targeted in their direct mail programs

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