STATE OF THE INDUSTRY: Your 2015 Forecast
Winds of change are sweeping through the industry
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I would argue that innovations in data management, document design, mail production and presort services will help to ensure that direct mail remains a critical part of the marketing mix for years to come. Successful marketers are leveraging these innovations to increase the return on investment from their direct mail spend in terms of cost per order and cost per lead. They are creating higher-impact, more targeted and personalized mailpieces at a lower cost, and creating tighter integration with the digital components of their marketing campaigns. As part of an integrated campaign, successful marketers are using direct mail to drive consumers to websites and mobile devices to directly influence sales.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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