Traditional direct marketers have noted a troubling trend of diminishing returns on their tried-and-true forms of paper outreach as consumers gravitate toward digital media for virtually all forms of communication. Response has waned significantly, and production and mailing costs have shot up dramatically, driving down ROI.
To stave off the downward spiral, the industry must move from interruption-based to permission-based tactics. Quite simply, paper marketing tactics border on irrelevant for many modern consumers. Consider
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