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Direct mail done right: today's direct marketers have a sophisticated, targeted option to email.

Article Excerpt
THERE'S A REASON DIRECT mail has often been called "junk mail" in the past--a huge percentage of the mailed pieces would typically end up in the recipient's trash can. Direct mail marketers were totally fine with that outcome, because each piece didn't cost all that much to produce and deliver, and the business they got from the tiny percentage who did respond more than made up for all the junk.

But don't try applying that rather derogatory term to the kind of direct mail that many marketers are using these days. The latest concepts are much more sophisticated, and while they cost more, the return on that investment can be incredibly handsome. Junk mail? Most certainly not.

The buzzword today is variable data printing, or VDP, and it's proving wrong those who predicted that all the direct marketing action would move to the email front, that direct mail was a medium of the past. Printers remain quite busy creating and delivering marketing pieces through the U.S. mail. In fact, email and direct mail are the top two direct marketing promotional methods, according to the...

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