DIRECT MAIL - You've Got Mail

Graham notes that the catalog segment should expect to see flat or declining responses in the next year, while retail will feel pressure from e-commerce and mail order for the consumer's time. Privacy continues to be a concern of direct marketers, as well.

"One way to address these concerns is through the effective use of consumer databases and personalization," Cyze observes. "We need to deliver the right materials to our target audiences—materials in which the consumers have an interest. The industry needs to improve its targeting and, by doing so, present more relevant offers to consumers. With the proper systems and technologies in place, the industry can more effectively target recipients, which should help diminish concerns about privacy."