PRINTER news

"Although people favor e-mail, the best message for the direct mail industry in this year's Marketing-GAP research is that, as in 2008, 86 percent of consumers opened mail packs—although in both years, 37 percent of them only opened ones from a company with which they already had a relationship," says David Cole of fast.MAP. "Marketers underestimated people's willingness to receive mailed promotions."