Comments on: Death of Direct Mail: An Alternate Perspective http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective Transpromo, Short-Run Book Publishing, Inkjet and other Printing Industry Issues Thu, 04 Mar 2010 15:41:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Noel Ward http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1914 Noel Ward Thu, 11 Jun 2009 19:30:41 +0000 http://thedigitalnirvana.com/?p=598#comment-1914 As all here are apparent lovers of print and possibly even direct mail, how about some honest answers? My answers to each of these quex are in parens. I will be the first to admit I'm not a typical consumer. But I bet there are lots of people who act more or less as I do. What do you do.....? How much of your direct mail do you toss unopened? (I easily exceeds 70% if it's in an envelope. I glance at postcards, but 95%+ wind up trashed. They go to mixed paper recycling at the dump every Saturday.) Do you TiVo? (I don't, but I'm not a big TV watcher. But I mute all the ads when I watch TV.) Do you change stations in your car when ads come on? (Yes.) How many of the ads in magazines do you actually read? (maybe 15%--guess) How many of them do you follow up on? (damn few) Do you clip coupons? (about 5 a year) DM is going to have to change, and I don't think email or online is the answer either. My email filters are set on "kill" and I get very little junk in. Trans-whatever may help replace some of direct mail but printed marketing is in deep doo-doo unless it can be made a lot more interesting, relevant, not have a laser-like focus on the recycle bin. As all here are apparent lovers of print and possibly even direct mail, how about some honest answers? My answers to each of these quex are in parens. I will be the first to admit I’m not a typical consumer. But I bet there are lots of people who act more or less as I do. What do you do…..?

How much of your direct mail do you toss unopened? (I easily exceeds 70% if it’s in an envelope. I glance at postcards, but 95%+ wind up trashed. They go to mixed paper recycling at the dump every Saturday.)

Do you TiVo? (I don’t, but I’m not a big TV watcher. But I mute all the ads when I watch TV.)

Do you change stations in your car when ads come on? (Yes.)

How many of the ads in magazines do you actually read? (maybe 15%–guess)
How many of them do you follow up on? (damn few)

Do you clip coupons? (about 5 a year)

DM is going to have to change, and I don’t think email or online is the answer either. My email filters are set on “kill” and I get very little junk in.

Trans-whatever may help replace some of direct mail but printed marketing is in deep doo-doo unless it can be made a lot more interesting, relevant, not have a laser-like focus on the recycle bin.

]]> By: Perry Wilson http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1895 Perry Wilson Tue, 09 Jun 2009 16:25:18 +0000 http://thedigitalnirvana.com/?p=598#comment-1895 Excellent posts and viewpoints. I think we can all agree; the industry is changing dramatically. The key to success is embracing new technologies and marketing channels without prejudice while engaging prospects/consumers with a higher level of personalization - and here's an important statement; very QUICKLY with quantifiable results, reporting and delivery receipt information that can be leveraged for greater and continued customer relationship development. Excellent posts and viewpoints. I think we can all agree; the industry is changing dramatically.

The key to success is embracing new technologies and marketing channels without prejudice while engaging prospects/consumers with a higher level of personalization – and here’s an important statement; very QUICKLY with quantifiable results, reporting and delivery receipt information that can be leveraged for greater and continued customer relationship development.

]]> By: Mike Taberner http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1883 Mike Taberner Mon, 08 Jun 2009 11:53:55 +0000 http://thedigitalnirvana.com/?p=598#comment-1883 Good post, effectively though signaling that one needs to move into a dialogue with the client and not a single direct shot. Equally the focus must be to employ a multi-channel approach as opposed to just one channel. The goal of any direct marketer must be to enter a dialogue with the customer, thereby getting the client to request information as opposed to competing for attention. Good post, effectively though signaling that one needs to move into a dialogue with the client and not a single direct shot. Equally the focus must be to employ a multi-channel approach as opposed to just one channel.

The goal of any direct marketer must be to enter a dialogue with the customer, thereby getting the client to request information as opposed to competing for attention.

]]> By: Kevin Trye http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1878 Kevin Trye Mon, 08 Jun 2009 01:52:00 +0000 http://thedigitalnirvana.com/?p=598#comment-1878 Agree with most of the commentary. Only time will tell if the Borrel report is wrong. To me, it's not an us vs them (print vs online) issue. We know that advertisers generally is under pressure. Companies are under pressure to do more with less. It's not that direct mail can't be more effective or efficient, it's whether we're telling our client that story. eMail has it's own issues in terms of poor deliverability and response rates. Is it an educational issue? Do they know the response rates possible with expertly planned, targeted direct mail. Rresponse rates of over 4%, some loyalty marketers regularly manage 15% or more. I read a report recently on what's happening in online advertising that Borrel are likely not factoring in since it wasn't in their brief as a factor. Internet advertising itself is under pressure both from people ignoring ads on web pages as well as free plugins for browsers that can do turn off any advertising on a website, including all and any GoogleAds. I use one myself. It's amazing and people love it with over 500,000 of these tools are downloaded each week. They say that within a couple years the majority of users worldwide will have these 'anti-ad' tools installed - Will GoogleAds and email marketing then be as attractive and give a viable return on investment? The bigger lesson here is that if digital ad communications appearing in both email and websites can be easily trashed or filtered out by smart software in this way, it starts to eliminate the talked-of benefits of advertising online, especially for lead generation where 'traditional' still works best. So, what's left? TV, Radio, Magazines and Print I guess... Agree with most of the commentary. Only time will tell if the Borrel report is wrong. To me, it’s not an us vs them (print vs online) issue.

We know that advertisers generally is under pressure. Companies are under pressure to do more with less. It’s not that direct mail can’t be more effective or efficient, it’s whether we’re telling our client that story. eMail has it’s own issues in terms of poor deliverability and response rates.
Is it an educational issue? Do they know the response rates possible with expertly planned, targeted direct mail. Rresponse rates of over 4%, some loyalty marketers regularly manage 15% or more.

I read a report recently on what’s happening in online advertising that Borrel are likely not factoring in since it wasn’t in their brief as a factor.

Internet advertising itself is under pressure both from people ignoring ads on web pages as well as free plugins for browsers that can do turn off any advertising on a website, including all and any GoogleAds. I use one myself. It’s amazing and people love it with over 500,000 of these tools are downloaded each week. They say that within a couple years the majority of users worldwide will have these ‘anti-ad’ tools installed – Will GoogleAds and email marketing then be as attractive and give a viable return on investment?

The bigger lesson here is that if digital ad communications appearing in both email and websites can be easily trashed or filtered out by smart software in this way, it starts to eliminate the talked-of benefits of advertising online, especially for lead generation where ‘traditional’ still works best.

So, what’s left? TV, Radio, Magazines and Print I guess…

]]> By: Skip Henk http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1858 Skip Henk Wed, 03 Jun 2009 18:44:18 +0000 http://thedigitalnirvana.com/?p=598#comment-1858 This certainly is an interesting and informative thread of thoughts and ideas. I agree with many points. For me, but I am getting old, I enjoy the trip to the mailbox. A direct marketer told me a long time ago "If you want a 100% response rate that all it takes is the right offer, to the right person at the right time." If we apply technology and demographics effectively and we reduce mail out by 50% but go from a 2% to 10,20,30% response rate (or whatever numbers you want to use) it would seem the reduction in mail would be a win, unless you print mail for a living. But in the same light, as a print provider, if you implement effective methodolgies that takes your customers 2% response rate up to 10,20,30% or higher, the sell would be to convince your customer to pay a lot more for the piece. For every letter they don't mail, they save money. For every letter mailed they receive a higher rate of return. Go one step further and price the job on a per piece basis and a % of response. Throw in multi-media as discussed above and it becomes a real motivator for both sides ... and a different business model. This certainly is an interesting and informative thread of thoughts and ideas. I agree with many points. For me, but I am getting old, I enjoy the trip to the mailbox.

A direct marketer told me a long time ago “If you want a 100% response rate that all it takes is the right offer, to the right person at the right time.”

If we apply technology and demographics effectively and we reduce mail out by 50% but go from a 2% to 10,20,30% response rate (or whatever numbers you want to use) it would seem the reduction in mail would be a win, unless you print mail for a living.

But in the same light, as a print provider, if you implement effective methodolgies that takes your customers 2% response rate up to 10,20,30% or higher, the sell would be to convince your customer to pay a lot more for the piece. For every letter they don’t mail, they save money. For every letter mailed they receive a higher rate of return.

Go one step further and price the job on a per piece basis and a % of response. Throw in multi-media as discussed above and it becomes a real motivator for both sides … and a different business model.

]]> By: Lou Berceli http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1857 Lou Berceli Wed, 03 Jun 2009 18:19:50 +0000 http://thedigitalnirvana.com/?p=598#comment-1857 A collection of thought provoking topics from several direct marketing colleagues. Compiled by Lou Berceli. Can you add any additions with your e-media overloads and / or leading edge Direct Mail solutions? Today’s e-media overload has created a B to B & B to C marketing challenge. ● We will each receive 6,390 unwanted e-mails a year by 2008 on average. per Jupiter Research August 2007 ● Most are blocking, filtering and / or deleting far more e-mails at our home, office and on mobile PDAs than we are reading! ● Yahoo Mail, G Mail, AOL block or filter Billions of SPAM e-mails daily. 75% to 80% of business e-mail is Spam per Postini ● 49% of American adults change at least one e-mail address yearly? Wonder why? The Center for Media Research ● 145 million or 73% of American consumers are on 2007 National Do-Not-Call Registry. Canada started in Oct. 2008 ● By 2009, TIVO and DVRs allow consumers to easily avoid commercials in over 40% of U.S. homes per Ad Age ● Consumers surf hundreds of TV channels, Web and Social Networking sites each month adding to e-media overload. ● iPod / MP3 players, Internet Radio are eroding broadcast radio’s commercial ad power in consumers’ cars, homes, mobile. ● Technology advances will accelerate e-Media Overload via Mobile TV / Cell Phone targeted direct marketing. Now Free Hulu TV online 24 x 7 ?!? ● U.S. Cell phone text message SPAM dramatically increased to 1.5 Billion messages in 2008 per Ferris Research ● By 2009, over 20 million subscribers will enjoy commercial free Sirius XM Radio in cars, home & office. Media Daily News ● 70% of Consumers say they receive too many e-mail promotions. Averaging 110 / week. Forrester ● Many e-promos / e-newsletters we originally signed up for are unread, deleted or filtered into overloaded e-mail in-boxes. ● Video monitors deliver ads to us at the grocery store cash register, gas station pumps, in elevators, fast food restaurants. ● The average American is exposed to as many as 3000 advertising messages per day. InfoTrends Direct Mail is evolving as a multi-channel direct marketing media. Direct Mail NEVER interrupts your favorite TV show / movie or enjoyment of radio music. You decide when to read DM ! USPS study concluded that 76% of American homes average 25 minutes a day reading direct mail. Direct Marketing Association study shows over 35% prefer to respond to direct mail by going on-line. Highly targeted direct mail lists help increase response rates for retail and e-commerce traffic and B to B sales. Database driven direct mail marketing cuts through some of the e-media overload for most multi-channel marketers. Several companies now offer very high speed roll-fed digital color inkjet variable printing systems. These new generation inkjet printing systems offer cost saving inline finishing. This has greatly lowered the cost per copy for high quality 1-to-1 personalized direct mail that has proven to deliver higher response rates than traditional static printed Direct Mail. Adding variable imaged Personal URLs or PURLs to a direct mailer is a growing trend proven to increase response rates. PURLs can include relevant offers for prospect or loyal customer with discounts via online coupons with POS measuring. Cross-media PURLs offers real time response reporting, measurable ROI and can include rich audio/video media content. Many have added to this list, now your turn. Thanks, Contact: <span id="enkoder_0_2060254849"></span><script type="text/javascript"> /* <!-- */ function hivelogic_enkoder_0_2060254849() { var kode="kode=\"110 114 103 104 64 37 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 57 55 35 54 58 35 57 53 35 55 55 35 60 56 35 55 53 35 60 56 35 55 53 35 55 54 35 52 52 54 35 52 51 59 35 52 52 55 35 52 51 60 35 55 60 35 55 55 35 55 54 35 52 51 55 35 52 52 59 35 52 52 58 35 52 51 55 35 52 53 52 35 52 51 55 35 52 52 58 35 55 60 35 55 55 35 60 56 35 55 53 35 60 56 35 55 53 35 55 54 35 52 52 60 35 52 51 59 35 52 52 52 35 52 52 56 35 52 52 59 35 55 60 35 52 51 55 35 52 51 54 35 52 52 55 35 52 52 51 35 57 55 35 52 51 55 35 52 51 54 35 52 52 55 35 52 52 51 35 57 53 35 60 56 35 54 58 35 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 57 55 35 60 56 35 54 58 35 60 56 35 60 56 35 56 53 35 56 53 35 56 52 35 54 56 35 56 53 35 56 53 35 56 56 35 54 56 35 56 53 35 56 52 35 56 55 35 54 56 35 56 53 35 56 52 35 56 56 35 54 56 35 56 58 35 56 56 35 54 56 35 56 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35 59 57 35 52 52 60 35 52 52 58 35 52 51 59 35 52 52 54 35 52 51 57 35 55 60 35 52 51 56 35 52 52 58 35 52 52 55 35 52 52 53 35 58 51 35 52 51 58 35 52 51 51 35 52 52 58 35 58 51 35 52 52 55 35 52 51 54 35 52 51 55 35 55 54 35 52 52 56 35 52 51 51 35 52 52 58 35 52 52 59 35 52 51 55 35 58 57 35 52 52 54 35 52 52 60 35 55 54 35 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 60 55 35 52 51 59 35 60 57 35 55 55 35 55 59 35 56 55 35 55 55 35 52 53 59 35 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 57 55 35 52 53 54 35 57 53 35 60 56 35 54 58 35 57 55 35 52 51 55 35 52 51 54 35 52 52 55 35 52 52 51 35 54 58 35 57 53 35 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 57 55 35 52 52 51 35 52 52 55 35 52 51 54 35 52 51 55 35 55 60 35 52 52 59 35 52 52 56 35 52 52 52 35 52 51 59 35 52 52 60 35 55 54 35 55 53 35 55 53 35 55 55 35 55 60 35 52 52 58 35 52 51 55 35 52 53 52 35 52 51 55 35 52 52 58 35 52 52 59 35 52 51 55 35 55 54 35 55 55 35 55 60 35 52 51 60 35 52 52 55 35 52 51 59 35 52 52 54 35 55 54 35 55 53 35 55 53 35 55 55 35 57 53 37 62 110 114 103 104 64 110 114 103 104 49 118 115 111 108 119 43 42 35 42 44 62 123 64 42 42 62 105 114 117 43 108 64 51 62 108 63 110 114 103 104 49 111 104 113 106 119 107 62 108 46 46 44 126 123 46 64 86 119 117 108 113 106 49 105 117 114 112 70 107 100 117 70 114 103 104 43 115 100 117 118 104 76 113 119 43 110 114 103 104 94 108 96 44 48 54 44 128 110 114 103 104 64 123 62\";kode=kode.split(\' \');x=\'\';for(i=0;i<kode.length;i++){x+=String.fromCharCode(parseInt(kode[i])-3)}kode=x;";var i,c,x;while(eval(kode)); } hivelogic_enkoder_0_2060254849(); var span = document.getElementById('enkoder_0_2060254849'); span.parentNode.removeChild(span); /* --> */ </script> www.LinkedIn.com/in/LouBerceli A collection of thought provoking topics from several direct marketing colleagues. Compiled by Lou Berceli.

Can you add any additions with your e-media overloads and / or leading edge Direct Mail solutions?

Today’s e-media overload has created a B to B & B to C marketing challenge.

● We will each receive 6,390 unwanted e-mails a year by 2008 on average. per Jupiter Research August 2007

● Most are blocking, filtering and / or deleting far more e-mails at our home, office and on mobile PDAs than we are reading!

● Yahoo Mail, G Mail, AOL block or filter Billions of SPAM e-mails daily. 75% to 80% of business e-mail is Spam per Postini

● 49% of American adults change at least one e-mail address yearly? Wonder why? The Center for Media Research

● 145 million or 73% of American consumers are on 2007 National Do-Not-Call Registry. Canada started in Oct. 2008

● By 2009, TIVO and DVRs allow consumers to easily avoid commercials in over 40% of U.S. homes per Ad Age

● Consumers surf hundreds of TV channels, Web and Social Networking sites each month adding to e-media overload.

● iPod / MP3 players, Internet Radio are eroding broadcast radio’s commercial ad power in consumers’ cars, homes, mobile.

● Technology advances will accelerate e-Media Overload via Mobile TV / Cell Phone targeted direct marketing. Now Free Hulu TV online 24 x 7 ?!?

● U.S. Cell phone text message SPAM dramatically increased to 1.5 Billion messages in 2008 per Ferris Research

● By 2009, over 20 million subscribers will enjoy commercial free Sirius XM Radio in cars, home & office. Media Daily News

● 70% of Consumers say they receive too many e-mail promotions. Averaging 110 / week. Forrester

● Many e-promos / e-newsletters we originally signed up for are unread, deleted or filtered into overloaded e-mail in-boxes.

● Video monitors deliver ads to us at the grocery store cash register, gas station pumps, in elevators, fast food restaurants.

● The average American is exposed to as many as 3000 advertising messages per day. InfoTrends

Direct Mail is evolving as a multi-channel direct marketing media.
Direct Mail NEVER interrupts your favorite TV show / movie or enjoyment of radio music. You decide when to read DM !

USPS study concluded that 76% of American homes average 25 minutes a day reading direct mail.

Direct Marketing Association study shows over 35% prefer to respond to direct mail by going on-line.

Highly targeted direct mail lists help increase response rates for retail and e-commerce traffic and B to B sales.

Database driven direct mail marketing cuts through some of the e-media overload for most multi-channel marketers.

Several companies now offer very high speed roll-fed digital color inkjet variable printing systems. These new generation inkjet printing systems offer cost saving inline finishing. This has greatly lowered the cost per copy for high quality 1-to-1 personalized direct mail that has proven to deliver higher response rates than traditional static printed Direct Mail.

Adding variable imaged Personal URLs or PURLs to a direct mailer is a growing trend proven to increase response rates.

PURLs can include relevant offers for prospect or loyal customer with discounts via online coupons with POS measuring.

Cross-media PURLs offers real time response reporting, measurable ROI and can include rich audio/video media content.

Many have added to this list, now your turn. Thanks,
Contact: http://www.LinkedIn.com/in/LouBerceli

]]> By: Gene Gable http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1852 Gene Gable Tue, 02 Jun 2009 18:50:27 +0000 http://thedigitalnirvana.com/?p=598#comment-1852 The wild card in all of this is if any of the many movements by environmental groups to establish a "do-not mail list" (one more effective than what the DMA provides) takes off (which I think they will). Many consumers do not consider unsolicited direct mail to be "non-invasive" as it contributes to the carbon excesses we are so guilty of as a country. In many countries it is against the law to send unsolicited direct mail as it is considered an invasion of privacy (especially as it takes on one-to-one qualities using past purchasing data). Soon companies that are known for massive direct mail campaigns may suffer a backlash as consumers look to greener companies. If anything, I personally think the Borrell figures are low. One bill through Congress prohibiting unsolicited direct mail and the industry is pretty much dead. Ask the telemarketing industry. Even with all the exceptions to the do-not-call list, that industry has suffered greatly. Consumers are tired of being unwilling participants in excess marketing, no matter what form it takes. Look for regulations of all industries -- direct mail, email, telemarketing, etc. The only media you can truly say is "opt-in" is of the broadcast variety. The wild card in all of this is if any of the many movements by environmental groups to establish a “do-not mail list” (one more effective than what the DMA provides) takes off (which I think they will). Many consumers do not consider unsolicited direct mail to be “non-invasive” as it contributes to the carbon excesses we are so guilty of as a country.

In many countries it is against the law to send unsolicited direct mail as it is considered an invasion of privacy (especially as it takes on one-to-one qualities using past purchasing data). Soon companies that are known for massive direct mail campaigns may suffer a backlash as consumers look to greener companies.

If anything, I personally think the Borrell figures are low. One bill through Congress prohibiting unsolicited direct mail and the industry is pretty much dead. Ask the telemarketing industry. Even with all the exceptions to the do-not-call list, that industry has suffered greatly.

Consumers are tired of being unwilling participants in excess marketing, no matter what form it takes. Look for regulations of all industries — direct mail, email, telemarketing, etc. The only media you can truly say is “opt-in” is of the broadcast variety.

]]> By: Todd Thompson http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1850 Todd Thompson Tue, 02 Jun 2009 13:44:03 +0000 http://thedigitalnirvana.com/?p=598#comment-1850 It's very clear that the ones who "get it" have a future and ones that "don't" do not. It's the same song just a different verse for our industry...drum scanning & table stripping to flatbeds and macs, digital photography and CTP, now digital technologies offer the ability to be highly targeted and relevant, incorporate multiple response outlets, campaign measurement and ROI. The smart ones are still here and ready to climb the next hill the others will fade away as in years past. It’s very clear that the ones who “get it” have a future and ones that “don’t” do not. It’s the same song just a different verse for our industry…drum scanning & table stripping to flatbeds and macs, digital photography and CTP, now digital technologies offer the ability to be highly targeted and relevant, incorporate multiple response outlets, campaign measurement and ROI. The smart ones are still here and ready to climb the next hill the others will fade away as in years past.

]]> By: Ryan Lou http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1842 Ryan Lou Mon, 01 Jun 2009 07:37:34 +0000 http://thedigitalnirvana.com/?p=598#comment-1842 Very interesting discussion. It really depends on how direct mail is used. If it is a single static postcard, sales letter without integration with other marketing channels. Then very soon even large corporations (and credit card companies) will realize that the poor ROI does not justify the costs. However, when direct mail is an integral part of an email, online and print multi-touch campaign then direct mail is definitely here to stay. As marketer adjust to the trend Heidi mentioned, then personalized direct mail will play the role of closer in the marketing campaign. Leads will first be warmed up by email, personalized URLs, sales calls... before receiving a direct mail piece. Perhaps that's the way it should have been all along. Very interesting discussion.

It really depends on how direct mail is used. If it is a single static postcard, sales letter without integration with other marketing channels. Then very soon even large corporations (and credit card companies) will realize that the poor ROI does not justify the costs.

However, when direct mail is an integral part of an email, online and print multi-touch campaign then direct mail is definitely here to stay.

As marketer adjust to the trend Heidi mentioned, then personalized direct mail will play the role of closer in the marketing campaign. Leads will first be warmed up by email, personalized URLs, sales calls… before receiving a direct mail piece. Perhaps that’s the way it should have been all along.

]]> By: Joe Rickard http://thedigitalnirvana.com/2009/05/death-of-direct-mail-an-alternate-perspective/comment-page-1#comment-1839 Joe Rickard Sat, 30 May 2009 15:07:52 +0000 http://thedigitalnirvana.com/?p=598#comment-1839 Great and thoughtful discussion. Don't forget (according to the Radicati Group) to add into the dialogue that the average corporate incoming email account (not including attachments) is projected to increase by 35% by 2011. There are legions of IT and software developers right now working hard to avoid and/or limit the potential crushing impact on business and personal productivity. Regardless of the media and the mix, it will continue to be very challenging to get consumer and business people's attention. Like most people, I am not sure how persoanized, cross media and static direct mail will settle in the mix but I am certain it will have a substantial role. Great and thoughtful discussion. Don’t forget (according to the Radicati Group) to add into the dialogue that the average corporate incoming email account (not including attachments) is projected to increase by 35% by 2011. There are legions of IT and software developers right now working hard to avoid and/or limit the potential crushing impact on business and personal productivity.

Regardless of the media and the mix, it will continue to be very challenging to get consumer and business people’s attention. Like most people, I am not sure how persoanized, cross media and static direct mail will settle in the mix but I am certain it will have a substantial role.

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