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Back in the day, before the advent of google and the explosion of digital content, marketers had very few channels to work with.  Direct mail was a core tool and the complex matrices used to test, test and test against core messages against segmented and targeted lists, was at worst a head scratching mess and…

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directmail

It never ceases to bewilder me when, during a campaign tactics discussion, someone immediately puts the kybosh on direct mail. “It’s too expensive”, “we live in a digital age”, “people throw post away” and my personal favourite “direct mail is dead”. Understandably, these 10 facts explaining why direct mail is far from dead in 2018 was a sight for sore eyes.

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