Mailing on a Shoestring Budget
With less mail volume and marketing dollars in the mix, it’s time to re-examine direct mail programs
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Britt Brouse
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Nine billion pieces of direct mail just went missing. That’s how many mail pieces the USPS estimates diminished from the mailstream in 2008, and there’s no uptick in sight. Such a decline has an enormous household impact. “There’s 110 million active households in the United States, but about 50 million of them really get the preponderance of mail. Divide that nine billion into the 50 million households, and that’s pretty significant,” explained Monica Smith, president and CEO for Marketsmith Inc., a Morristown, New Jersey-based multichannel marketing firm. In other words, every mailbox has seen a decrease.
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