The Perfect Couple?
The combination of direct mail and e-mail marketing can be an unbeatable strategy if put together correctly
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Ethan Boldt
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The direct mail databases, for instance, are in trouble. Having managed a direct mail database for 15 years, Bloom has noticed the inactive universe is going out of control. “You’re having great difficulty mailing to reach your expires, and that’s [the] bread and butter ... the most critical segment for any database marketer,” he asserted. Bloom explained if you can’t mail deeply enough to them, the active pool is only going to shrink that much faster, with some names dropping out because of age or a sheer inability to get through.
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Ethan Boldt
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