Amid tighter budgets and higher postal rates, more direct mailers are pondering whether or not to test the self-mailer format.
“I think direct mail budgets (and client requests) have been trending toward smaller, more cost-efficient formats for some time, well over a year,” states Steve Penn, CEO and executive creative director of Penn Garritano Direct Response Marketing in Minneapolis.
Yet not all marketers have witnessed a significant move to self-mailers, especially among sectors traditionally unfriendly to the format. “I really question the validity of this trend,” comments Russell Kern, founder and CEO of The Kern Organization, a direct marketing company based in Woodland Hills, Calif. “I have not seen large-scale, highly successful direct mailers use a self-mailer. And I’ve never seen a self-mailer beat a traditional letter kit for any length of time. The [recent] DMA study of mailers also shows the same thing.”
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