Direct Mail Outlook : Mail Continues to Deliver

Mail volumes have been slow to build as direct marketers await signs of a strengthening economy and improved consumer confidence, notes Steve Jaeger, president of direct marketing for Sussex, WI-based Quad/Graphics. Many direct marketers are mailing only to loyal customers and to prospects with a high propensity to respond, while innovative, high-value campaigns focused on acquisition and loyalty have been suspended. Jaeger points out that with delivery costs accounting for 60 percent of campaign budgets, marketers seek greater postal savings along with distinctive packages integrated with non-print media to ensure maximum return on investment.