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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Testing Today, and Tomorrow
Testing has become tougher in today’s direct mail market, with increased postal rates, higher costs of materials and production and competition from new media revenue streams. Some direct mailers are feeling budgetary and strategic cutbacks. “I think people are being asked to do more with less, both in terms of funding and with actual human resources,” Harhut said.
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Brittany Brouse
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