New Function of Direct Mail

The cost of postage is not the only characteristic of direct mail that has changed over the last few decades. The sole purpose of direct marketers mailing pieces to households has also changed. For many years, that mail piece was designed, targeted, and mailed to households to drive a direct response from that mail piece – either for the consumer to call the advertiser or to visit their brick-and-mortar location. Now, however, the primary function in many cases, has changed. The new main purpose of many mail campaigns is to drive an Offline-to-Online (O-to-O) response. This where a consumer receives [...]