Does Direct Mail have a future?
Direct Mail is gaining momentum actually. Direct mail is also one of the best ways to direct traffic to your website….nowadays, any 16 year old kid can put up a professional looking ecommerce front and present himself as if he is a big corporation. Getting direct mail from people puts them in a higher league of legitimacy. Surveys done by Innomedia and the post office show that 98% of people go straight to their mailox when they get home…and 76% of those poeple go through it before doing anything else. so clearly the mail has a very captive audience. 99% of post cards get read and 73% of envelpes get opened. The big problem with the medium is the people producing the mail…too many folks are “doing it themselves”…and failing…because they don’t know what they are doing. Companies who use direct mail alot, and measure what they are doing are able to improve their success rate. I personally can produce better than 5% response pretty consistently, and I have clients who at times g
