PRINTER news

One B2C marketer, talking about the upside of direct mail, wrote about the personal touch of direct mail and social media. "Metrics we pull have our messages being received and read, even responded to, on the prospect/customers' time frame," he noted.

"Not [an intrusive time frame as with] TV commercials, e-mail, some search engine marketing, online advertising, etc. Direct mail, especially, allows our customers a noninvasive first touch or introduction to products, services, etc. They opt to continue communicating that way, or they allow us to offer the communication method most preferred."