Direct Mail Still Reigns in the Marketing World

Direct mail is not only alive but kicking up ROI in this digital age, argues Steve Olenski in a recent article for forbes.com's CMO Network. He points to global research agency Millward Brown's finding that physical media, like direct mail, leave a "deeper footprint" in the brain than online efforts, and to ICOM's recent national survey showing a preference for direct mail transcends demographics to include 18- to 34-year-olds. It's no surprise a recent Target Marketing magazine survey found direct mail rated as the top ROI channel of business-to-consumer marketers, but why does Steve still need to remind us of direct mail's advantages? Many marketers shy from direct mail because they lack training, experience and confidence with it, concluded the Kern Organization. Our conclusion: Direct-mail pros have some educating to do! For more, see http://www.forbes.com/sites/marketshare/2012/03/11/direct-mail-alive-and-kicking/2/