Direct Mail Delivers: Strategies for Participating in the Value Chain
Marketers of all sizes are coming to the realization that direct mail delivers. Direct mail is an integral part of the overall marketing mix. It’s a vital for acquiring new customers, retaining existing ones, and reactivating dormant accounts.
“Here’s the truth about direct mail: It’s not dying, it’s just changing,” says Ginger Conlon, Editor-in-Chief of Direct Marketing News in the Canon Solutions America-sponsored webinar entitled Direct Mail Delivers: Strategies for Participating in the Value Chain presented by Printing Impressions and In-plant Graphics magazines. Moderator of this webinar, InfoTrends Group Director Barb Pellow, uses various data to support Conlon’s claims. According to Winterberry Group, direct mail spending grew 2.7% in 2014 and a further growth rate of 1.1% is anticipated in 2015. This means that direct mail spending will top $45.7 billion in 2015. “What we’re seeing is that direct mail is clearly pivotal,” Pellow adds.