Comments on SmartTips from SmartTracks: Is There Hope for Direct Mail?

solo direct mail can be quite expensive. I find th...

2009-09-24T11:19:01.314-06:00

solo direct mail can be quite expensive.
I find the postcard advertising decks to be much more cost effective.

In an era of quick, low-cost, or even no-cost elec...

2009-09-24T10:12:05.282-06:00

In an era of quick, low-cost, or even no-cost electronic communications, so much of it can seem like noise and the message does not get the attention it deserves. I think of when I was a kid and it seemed like we would get 90% "junk" mail. We don't get junk mail in that volume anymore. Targeted, customized, personalized mail pieces will cut through the noise and have impact.

It's not a question, per se, of better or wors...

2009-09-24T07:41:31.599-06:00

It's not a question, per se, of better or worse.

But I think there is growing evidence that email, while potentially profitable, reaches a much narrower audience than direct mail.

Direct mail is going to bring in larger numbers (in absolute terms) than email. Email is generally more efficient.