Business Owners Continue to Invest in Direct Mail as Economy Recovers
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Direct mail expenditures continue to grow.
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06/06/11
The economic recession forced many businesses to curtail their marketing budgets, but now that the downturn is slowly subsiding, companies are slowly beginning to expand their marketing budgets, starting with print campaigns such as postcard printing.
According to Medill Reports, the Winterberry Group is predicting direct mail spending will grow by 5.8 percent in 2011 after dropping significantly during the recession. Moreover, with a number of businesses hedging their bets with online marketing channels, consumers' mailboxes have become less competitive, making print materials a more effective promotional channel.
"People are not opening their emails the way they used to, because there's too many, so they just delete marketing emails pretty readily," print expert Hebert Rivero told the news source. "Our retailer clients have done a lot of homework to give their mailers a certain look so that people would be more likely to open [them] and look at their marketing products."
That isn't to dismiss online marketing in its entirety. Rather, by using technology such as quick response codes, businesses can effectively leverage both mediums in an engaging fashion.
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