Performance Marketing

To Reverse Declines, Direct Mail Updates Old Methods With Digital Touches

Despite supply issues and increased costs, direct mail is finding ways to be effective and, yes, modern

a megaphone with sound coming out — Companies are turning to direct mail to retain and grow customer loyalty.

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Direct mail might seem like the marketing equivalent of the Stone Age, but after taking a hit during the pandemic, practitioners are infusing modern touches into the channel.

Marketers don’t have a choice. The U.S. Postal Service reported “steep declines” in mail volume during the pandemic, and without last year’s election, marketing mail volume would have decreased for the nine months ended June 30, 2021. That’s because Covid-19 accelerated many businesses’ plans to move to digital and mobile marketing.

But