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Snail mail — it’s been relegated to the ranks of history and nostalgia. Or, has it? With the portrait of the “average American” shifting faster than the rise in cost of postage, marketers are still using the good ol’ U.S.P.S. to reach hyper specific consumer demographics. And boy, are they specific. The 2010 U.S. census was printed in 65 languages, and for the first time in U.S. history, married couples are now a minority; more than 27 percent of households are inhabited by singles, and more than 10 million households in the U.S. are multi-generational. Demographics like these make direct mail — in which marketers can tailor language and control content more easily — seem just as appealing than its online counterparts. Still, email and social media do make convincing allies.
Maybe I’m just blogging out loud, but it seems like direct mail will always have a place in the consumer mailbox, be it real or virtual. The challenge for marketers is to reach shoppers in the right medium, with the right message.
Which begs the question: What do you think is the future of direct mail? Will it survive modern advances? How can marketers use both to work to their advantage?
We want to hear you thoughts!