Have We Achieved ‘Peak Mail’?
In a recent presentation to the Direct Marketing Club of New York, Bruce Biegel of The Winterberry Group, saw direct mail spending in 2013 actually grow by 1.2 percent, and is projecting another 1.1 percent uptick this year. (Postage hikes in 2013, and coming in 2014, well exceed both these growth percentages.) “Direct mail should be growing because it works,” Biegel said as he announced his findings and projections. “Digital doesn’t do enough in customer acquisition.”