We wanted to understand from all possible perspectives:
- how consumers view and respond to marketing mail,
- what challenges and successes direct mailers have within their marketing mix, and
- what results direct mailers are seeing.
The research revealed several powerful insights
- Direct mail is a marketing staple that keeps pace with shifts in audience preferences.
- Mailers are missing significant savings opportunities due to lack of knowledge and poor support.
- Robust data is essential to marketing performance with a direct link between data quality and campaign results.