Direct Mail Is Marketing’s Workhorse
Though many marketers label direct mail costly, they recognize its value — often noting its ROI. About 69 percent of marketers continue to use it, according to Target Marketing’s newly released study, “Marketing Mix Trends 2010-2016.”
In 2016, that 69 percent figure was joined by a single-digit response of marketers cutting back in the channel. Six percent of marketers responding to the survey cut back on direct mail spending in 2016 — which notably doesn’t include eliminating the channel from the marketing mix.
The
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