Guest Author & G/L partner: Maurice Parisien, Digital Intersection

According to DMA 2011 Statistical Fact Book, a catalog lead costs $47.61, while email comes in at $53.85 per lead, and, what’s more, the response rate to direct mail has consistently been three times higher than email.

Still not convinced direct mail is alive and kicking? When going through your office mail, what’s the likelihood of you or your assistant opening a Priority Mail piece as opposed to throwing the piece in the circular file. I suspect that that mail piece gets opened and read. Direct mail still has its place in the marketing mix. (more…)