Direct Mail Outlook : Mail Matters for Marketers

While cost pressures point to digital alternatives, there is still difficulty in establishing online media as viable, new customer acquisition tools, notes Dan Thornton, president of RR Donnelley’s Response Marketing Services. Thus, customers are challenged to devise the right mix of direct mail and electronic avenues, including personalized URLs (PURLs) and social media. RR Donnelley expanded its service offering through the acquisition of Nimblefish, with its responder “nurture and 
advisor” programs.