DIRECT MAIL OUTLOOK — POSTAL REFORM IN PERIL

The 2006 campaign proved to be a profitable one for IWCO Direct of Chanhassen, MN, as marketers continue to understand that customers and prospects prefer direct mail solicitations compared to e-mail and telemarketing, notes Jim Andersen, president and CEO. In fact, he points out, a number of IWCO Direct’s clients identified direct mail as their most important channel for solicitation mail. Thus, many are testing direct mail for highly targeted customer retention and loyalty programs.