Showing Signs of Life
Heinrich Marketing
Direct Mail Showing Signs of Life
“It’s crucial to be able to build ways to carry on an ongoing dialogue with prospects and customers to drive retail traffic especially in this economic climate.”
Two categories of industry actually stepped up their direct mail presence in 2009, and it appears that the trend is continuing into 2010, according to Direct Magazine. “Direct mail was predominately the domain of ‘traditional direct marketing companies’ like catalogers, publishers, financial services firms, insurance companies and continuity clubs,” notes the article. “Now with the new decade upon us, the landscape has changed.” National retailers and restaurant chains are using direct mail to drive store traffic, and multichannel direct marketing tactics to collect customer information and boost retention and loyalty. “It’s crucial to be able to build ways to carry on an ongoing dialogue with prospects and customers to drive retail traffic especially in this economic climate,” notes Heinrich Marketing Senior Vice President Sandi McCann. Direct marketing tactics are growing in importance as part of integrated multichannel campaigns, all backed by insightful customer research, to build customer relationships, brand affinity and customer lifetime value,” she says.