Direct mail has always been a main component of successful marketing campaigns. It’s tangible, measurable, and when used in tandem with other preferred channels, unstoppable.
But what elements of direct mail make it effective? The answer looks much different today than it did even a handful of years ago. The old drivers of direct mail were the List, Offer and “Other.” But the new drivers of successful direct mail campaigns are Frequency, Relevance and Integration.
Facing this new reality....