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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Direct mail budgets also are shrinking, relative to the decrease in mail volume. “Mailers are seeing a decreased response,” said Grant Johnson, founder and CEO of Johnson Direct, a full-service marketing agency in Brookfield, Wis. “They’re seeing their ROI is not as high as it should be; they’re attributing it to increases in postage, production costs, printing, letter-shop work, all that kind of stuff—as well as economic conditions. That’s why people are shying away [from mail]. People are spending less money and are spending more cautiously because of the downturn in the economy.”
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