Direct Mail Outlook : Mail Matters for Marketers

According to Coltharp, many of the issues that dominated 2010 (production and distribution costs, reduced print runs, increased competition) played a role in shaping 2011. Direct marketers continue to refine their mailing lists, taking personalization to another level. Coltharp believes one of the keys for his company is working closely with clients to maximize direct marketing campaign results by refining the channels and tactics that work best, as well as testing cost-effective options that align with customers’ sales objectives.