The Perfect Couple?
The Challenges
Times have never been harder for direct mailers to get into prospects’ homes, with the cost of entry at an all-time high. “There’s some very clear trends that are happening in the industry right now. As a result of the postal costs, the paper costs, a weak economy and response rates being down, the financials for the direct mail channel are kind of drying up,” claimed Michael Bloom, general manager of Datran Direct and VP of direct marketing operations for Datran Media in New York City. “You can’t mail deeply, and, at some point, you just lose enough critical mass and reach a tipping point where you don’t have enough volume to support the infrastructure needed to conduct the business,” continued Bloom, who ominously predicted that we’re about to see some key players and categories going upside down.
- People:
- Warwick