Direct Mail Isn’t Dead

September 15th, 2011 by Bob Bly

You frequently hear digital and new media evangelists say that print in general and direct mail in particular are dead.

If that’t the case, how do you explain the Winterberry Group’s forecast that direct mail spending will grow 5.8% to $47.8 billion this year?

Why would marketers spend nearly $50 billion this year on direct mail if it doesn’t work?

 

 

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This entry was posted on Thursday, September 15th, 2011 at 11:15 am and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

132 responses about “Direct Mail Isn’t Dead”

  1. Mike Robertson said:

    Absolutely, Direct Mail definitely isn’t dead. Though, it does need to be more refined than before in order to compete with social media. We’ve been doing some amazing stuff with variable data printing to help personalize a mail piece so that the prospect is more inclined to read on. We’ve even been doing large campaigns with variable maps on the piece so that the reader can immediately see where a certain business is located in relation to their home. Pretty cool stuff. Check out: http://directmailmaps.com/

  2. Angeline Plesek said:

    I agree…if direct mail is dead why does Google use it?

    Interesting article @DirectMailMan.com on how Google uses direct mail to push its’ online products and services.

    “How Google Uses Direct Mail Marketing to Grow its Business”
    http://goo.gl/dkff3

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  4. shelli said:

    Direct mail is based on such classic principles of human purchase behavior it will never decease. Direct mail has evolved and adapted as every industry does: email marketing and PPC are 2 of the most powerful ways to make money online. Integrating email capture and a quality email newsletter into your ecommerce store is a must. If you are ignoring this form of direct mail you are leaving a lot of revenue untapped.

  5. Bob James said:

    DM isn’t dead. DM skills might be. I wrote a free primer for anyone who wants to rediscover the basics. It’s on my Website.

  6. Printing Services said:

    I think it goes to how the marketing industry is evolving to incorporate a multimedia approach. The last decade has seen an over-emphasis on digital marketing through email, banner ads, and the like. Direct mail still works when done right. It’s no surprise to me to see this shift, although it’s higher than I would have expected. With printing services handling entire projects from cradle to grave, I think we’ll see more of this accelerated growth in this industry over the next few years.

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