Direct Mail Outlook: Still Best Marketing Value

This isn't your grandfather's marketing channel, either. "Market research continues to point to the resilience of direct mail and its high credibility among Millennials and Gen-Xers," notes John Coyle, group president, sales, for Chicago-based RR Donnelley. "The research runs counter to assumptions made about these age groups who, you would think, live only on the Web and on their smart phones. It turns out that hard copy, because of its credibility and distinctiveness, still prevails as a viable commercial medium."