Don’t Return to Sender!
Here, five industry professionals were asked to elaborate on why direct mail is valuable and how mailer campaigns can remain an attractive, viable option for distributors and their end-customers.
Rick Joly, vice president, Goodway Group of Massachusetts, Burlington, Mass. (www.goodwaygroup-ma.com):
“Direct mail is and will remain a viable tool in today’s increasingly complex marketing arena. Unlike unread e-mails, which loom like an albatross in your inbox, [direct mail] can be dealt with at the recipient’s leisure—usually while perched over the trash can. The more eye-catching and relevant the piece is, the less likely it will be tossed. Quality data and tactful use of variable content produce the best ROI. Mailing to a highly targeted audience means that fewer pieces will yield the same or better results than non-targeted mailings—with reduced postage more than offsetting the higher unit cost. Most pieces we produce for our clients and all of our own collateral make use of digital printing’s VDP capabilities.