Opportunity Slips Through the Slot

For mailers who can take a loss, this is a great time, and a less-cluttered channel, to build market share. For service providers who need volume just to keep the lights on, this might be a good time to explore cost- or risk-sharing ventures. And as Gen Y ages up, marketers who know how to engage them (and not just pitch to them) may choose mail for its novelty value.