Thursday, February 11, 2016

Direct Mail Gains Traction With 2016 Retailers

Direct mail, previously declining in retail use, is finding greater favor with 2016 retailers, according to a Direct Marketing News magazine report on a new AgilOne study.  Although 33% of 150 surveyed bricks-and-clicks retailers still said they would cut direct mail spending this year, that's lower than the 39% who were backing off direct mail in 2015. AgilOne cited better targeting and personalization for reversal of mail's downward retail trend, reports DM News. In contrast, print and TV advertising spends, which fell last year, will keep sliding in 2016 per retailing respondents. Digital--websites and e-mail--continue as priority channels. However, effective "omnichannel" marketing still eludes many merchants, with the 34% claiming a unified customer view across channels offset by the 37% reporting no unified customer view, and more than half admitting lack of a cohesive omnichannel strategy. For the whole story, go to http://www.dmnews.com/direct-mail/survey-retailers-will-stick-with-direct-mail-in-2016/article/467674/

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