If one thinks of postage as the media charge for direct mail, that would be a 2-5 percent increase in CPM over six years. Advertisers are increasingly sophisticated in their use of databases for communicating with known customers and prospects through the mail. Ever cheaper, faster, more robust information technology is fueling this trend. The demand on marketing professionals to be accountable for more precise returns on the advertising dollars they invest is not just a passing business fad. Running an ROI on direct mail is as precise as any other investment a company can make.
Direct mail keeps producing results.
Whether the need is to bring customers to the store, to strengthen the bond between the brand and the customer or to sell directly, mail works better than ever in meeting a diverse range of advertisers' communications objectives. It may be the last reason that is most compelling. Much of the answer is revealed in research recently conducted to gain insights into the attitudes and associations consumers have toward direct mail. Going to the mailbox and collecting the mail is the very first thing that most people do when they get home. This takes place in a comfortable and relaxing setting.