Direct mail in transformation - from Winterberry Group

The demise of mass mailing has opened the door for new approaches leveraging data for better targeting and additional dimensions of personalization.


The Outlook for 2009

The continuing economic recession (and uncertainty over its direction) are heavily influencing the outlook for direct mail through the remainder of 2009:

While direct mail volumes traditionally bounce back after a period of economic stagnation, the magnitude and timing of the current recession are expected to affect the direct mail channel in a long-term, systemic way—effectively ending the prevalence of untargeted, highvolume
campaigns.

The accelerating shift from “mass” to “targeted” direct mail programs has been enabled by an increasingly powerful array of marketing automation technologies, many of which are making their way into the toolsets of marketers both large and small.

Independent the effects of the recession, rising postage rates, declining volumes, an increasingly complex array of postal regulations and other threats to delivery efficiency may compromise the viability of the Postal Service as the principal mail delivery channel.

Read the whole white paper here > http://www.winterberrygroup.com/