DIRECT MAIL OUTLOOK — POSTAL REFORM IN PERIL

• Multi-Channel Approach. Colatriano points out that by combining direct mail with targeted e-mails, personalized URLs (PURLs) and other forms of communication, clients can reach their customers “when and where they’re most likely to pay attention.”

Paper Proves Costly

Colatriano noticed an uptick in volumes as 2006 progressed and believes clients were feeling the pressure to raise response rates. An increase in paper costs, he says, likely factored into a slower summer period.