Direct mail has an important role to play in a changing marketing landscape, our recent report finds. In a series of focus groups and online surveys, marketers identified direct mail’s particular value as its ability to stand out from the many advertisements people see and hear daily.
Something happened in fiscal year 2015 that hasn’t happened in years. Commercial First-Class Mail volumes increased a tiny bit. And we do mean tiny. The 9,700-piece increase in First-Class Presort Cards and Letters doesn’t even register as a percentage point increase over last year. Still, this movement is enough to get people wondering: Is it a blip or the end of the freefall for First-Class Mail?
Wouldn’t it be nice to receive only the advertising mail that interests you? Information about products and services you like or want to learn about, and nothing else? And wouldn’t it be nice for advertisers to know more about what recipients think about their ads? Is an offer appealing, but the timing is not right, or is a recipient completely uninterested?