Why Direct Mail Should Be Part of Your Integrated Marketing Solution

Adding to your digital strategy leads to better performance

Direct mail open and response rates are unmatched. iStock

When many of us think about marketing these days, it’s all about digital marketing. How heavily should we be invested in paid search vs. display vs. social? How many email campaigns will our customers bear before opting out? Does our website need a content overhaul to better drive organic search? What is the return on marketing investment (ROMI) for each channel, and what is the optimal mix of investment in each channel?

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Alan Sherman is vp of marketing strategy at IWCO Direct, a direct mail and direct marketing services company.