A comprehensive article from Forbes about the value and state of direct mail in a digital age:
“The USPS has may many advances over the years that has made direct mail more measurable and an even better value for marketers,” added Erik Formica, also of FMI and an executive member of the Greater Philadelphia Postal Custom Council. “For example, the introduction of the Intelligent Mail Barcode (IMB) has opened a range of new services and cost savings for marketers.”
Ok, so people like to touch and feel and presumably open direct mail, and it’s not just for the older demos, either. And even the USPS is doing their part.
So why aren’t more marketers using it?
Read more at Forbes.com