With the number of headlines devoted to digital marketing, and email marketing in particular, you would assume that the traditional direct mail and door drop marketing provides no value these days. You may be led to believe that businesses of all types have stopped using direct marketing and moved exclusively to digital era. Nothing could be further from truth! While there is a shift to email marketing in recent times, traditional direct marketing is alive and well, albeit with reduced volume. Let me provide some data to back up that claim and show why businesses still prefer to use direct marketing.
Royal Mail estimated that there were 19.7 billion letters sent in 2005. Of those, 6.17 billion were related to direct marketing – the letters and mailers sent by businesses. By 2013 the total number of letters had fallen to 13.8 billion out of which 4.4 billion were direct mail. Forecast for total number of letters and direct mail is continued reduction in volume.
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