Why Technology Hasn't Killed Direct Mail......An excerpt from Deliver Magazine

Have you checked out this publication yet?

Deliver Magazine. It's a USPS® publication that features marketing research, news and commentary. It is an awesome resource for me. But then, I sell paper, so I believe in the power of print and direct mail. And I am always looking for facts to use to promote their effectiveness.

Bet you could use some information to convince your clients that print is definitely not dead and that it should remain a vital and relevant part of their marketing campaign, right?

So, I'm sharing the links. Click here to check out Deliver Magazine and here to subscribe to it.

Most of you reading our CMP News & Notes Blog make your living in this industry. Let's work together to keep paper and print alive & well in West Michigan. Spread the word.

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The following excerpt was taken from a Deliver Magazine article posted August 24, 2010

Why Technology Hasn't Killed Direct Mail

Look at recent developments, and it becomes clear we’re witnessing a new age of direct mail.

Long an effective marketing device, mail is now being linked with new technologies in astounding ways that improve its effectiveness and bring a new engagement. Such advancements ensure it will last several more generations, and will likely launch mail into a new era of viability.

It wasn’t supposed to be this way. The explosion of digital technology was supposed to be the death knell for direct mail. The medium was expected to take what direct had done, and do it better, faster and cheaper.

Consider the irony then that far from killing it off, digital is helping usher in this new era of direct mail.

Of course, direct mail and digital have always been buddies. Mail was the primary way most of us learned about the Internet. (Remember those ubiquitous disks from a major online company?)

Catalogers have always known that mail can drive additional sales and online visits, and many digital entrepreneurs have turned to the mailbox to drive people to the inbox.

The difference today is that marketers are now finding methods for combining digital technology with mail to increase the power of the message. Mail is no longer the carrier, the device you use to drive someone online. It’s the beginning of a conversation that carries on once the customer logs on.

Full article here: http://www.delivermagazine.com/2010/08/why-technology-hasnt-killed-direct-mail