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Maria Raha
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But, policy changes and protections aren’t the only factors affecting direct mail’s future. Rick Miller, senior vice president of VMark’s Creative Automation company in Hillside, Illinois, said changes in how to target customers effectively have influenced its business, as well. “In Creative Automation’s early years, true ‘database marketing’ and segmentation was in its infancy. As the ability to identify profitable customer and prospect segments has evolved, so has the impact on direct mail. Smaller print groups with more focused and targeted messages have resulted from the advancements in data management technology,” he said.
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