Why Read This White Paper?
In 1897, while Mark Twain was in London on a speaking tour, rumors began that he was gravely ill or had died. When a newspaper reporter asked Twain for his response to these rumors, Twain replied, “The report of my death was an exaggeration.”
Many marketing pundits have been predicting the death of direct mail for the past two decades. They point to the explosive growth of digital marketing and argue that direct mail and other forms of “dead tree marketing” have become artifacts of a bygone era.
But to paraphrase Mark Twain, reports of the death of direct mail have been greatly exaggerated. The reality is, direct mail hasn’t died, and in fact, it’s experiencing a renaissance.