Competition for Consumer Attention in the Direct Mail Channel Falls - Presenting Unique Opportunity
Submitted by: RealWebMarketing.net
2009-04-04 00:01:46
(OPENPRESS) April 4, 2009 -- President of Addressers (www.theaddressers.com), a Southern California Direct Marketing Company, Kent Moon commented on recent studies showing declines in direct mail, saying: "You don't need national surveys to see the reduction in direct mail - a look in your own mail box will tell you that mail volume is significantly down. This is a once-in-a-lifetime opportunity for companies with needed products and services to create impact and generate response."
A recent research study published by The Winterberry Group found that direct mail in the U.S. declined in 2008 and projected a further 10% to 15% drop for 2009. Thirty years of steady increase have abruptly ended and the study predicts that high growth rates of the past will not return as marketers turn to other less expensive channels of advertising.
Bruce Biegel, Winterberry Group's senior managing director, said "Postal shocks, environmental pressure, recession, media consumption shifts and enhanced targeting tools have brought about an end to the 'batch-blast' era of direct mail... mailers have shifted their focus to lower-volume, more targeted and higher-value campaigns, with traffic generation to the store, Web and call center being the primary objective."
Mr. Moon noted that Addressers had made consistent investments in technology over the years, making it possible to deliver personalized messages to correct demographics for any product or service while reducing postage costs. "There has never been a better time to reach the consumer by direct mail, a time when it was so easy to stand out, grab the consumer's attention and deliver the message."
Addressers is a direct marketing company that has provided direct mail and fulfillment services for more than 20 years. Unlike many companies where customization capabilities are limited, Addressers can provide clients with timely and cost-effective solutions by custom designing mailing, fulfillment and database using time-tested proprietary modules.
