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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A Look Ahead
The key to future success is to make sure direct mail gets a good portion of the full marketing budget, alongside the other channels. Direct mail marketers also need to educate and apply the science of direct mail across other media. “Direct mail testing teaches you a discipline that you should carry over to other places, and Web marketers, many of them don’t have the discipline for real direct response marketing that direct mailers have,” Aronin observed.
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Brittany Brouse
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