Direct Mail Outlook: Still Best Marketing Value

"Once executed, the final mass-produced mail piece really does deliver a message designed for one reader at a time. The ultimate dividend of our R&D and capital investments has been the expansion of production capacity to manage end-of-year surges of marketing mail volume."

Mail Enthusiasm

The uncertainty surrounding the USPS and its financial woes has done little to temper the enthusiasm of clients or to alter their mailing patterns, according to Coyle. The evolution that continues to take place is the multi-channel integration, with campaigns featuring e-mail teasers and followed up with post-mailing electronic reminders. Both e-mail and direct mail contacts often ultimately drive consumers to a PURL, where a transaction is often closed.