Brave New Mail
The future of direct mail depends on marketers’ responses to demands for relevant mail and rising costs amidst shrinking budgets
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New technologies, however, are not going to altogether replace direct mail—at least not anytime soon. Wolfe said that due to its low rate of return, an e-mail campaign usually has a much higher cost-per-order than a direct mail campaign—especially in publishing. “As expensive as everybody complains that direct mail is, it’s still less expensive for magazines than almost anything else,” he shared. Wolfe said publishers’ websites are beginning to contribute revenue at reasonable volumes, but not at any level that would allow a cutback in direct mail. “It seems that there’s sort of a gut reaction to run online and do multimedia stuff because it’s so cheap in one way, but I think you end up losing a lot,” Manheimer added.
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Brittany Brouse
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