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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As for the new formats and future controls, change in direct mail is akin to a slow evolution. It may be years until the next generation of industry professionals develop new long-standing controls.
“It takes decades of practice, experience and training to become very skilled. So, even though a young person might come up with an innovative idea, the problem is, you have to test a thousand innovative ideas before you find one that’s really better than what’s been done before. I think that the next generation will be doing a great job in 10 or 20 years,” Wolfe speculated.
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Brittany Brouse
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