A thank you to the digital world is in order. The hysteria over digital channels such as email, has actually had a reverse effect on the demise of traditional direct marketing such as direct mail. One could dismiss direct mail as old and outdated. Not so fast….

Consumers and businesses alike are being blasted (pardon the pun) by hundreds of millions of emails (and viruses) and that has led to a new love and appreciation for high quality, targeted conventional mailings. In fact, that negativity has actually enhanced traditional mailing response rates. Those attractive response rates are delivering a return on investment that no other conventional (or digital) channel can touch. Still, a long term strategy should always include multi-channel direct marketing. Just make sure traditional direct mail is one of your channels to ensure your success.

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