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BizReport : Advertising archives : March 17, 2009


Winterberry Group: Direct marketers to target more

Rising postage costs are causing a shift in the direct marketing world. According to new research from Winterberry Group saw a 3% decline in 2008; those cutbacks are linked to rising postage costs. In 2009, a decrease of 9% is expected as the economic situation in the US and abroad continues to be sketchy.

by Kristina Knight

What does that mean for direct marketers? Although these marketers are spending less on mailings that isn't the only step that should be taken. Direct marketers also need to begin targeting their mailings more effectively so that mail isn't tossed into the trash or placed on a table and ignored.

Bruce Biegel, Winterberry Group's senior managing director, said "... Postal shocks, environmental pressure, recession, media consumption shifts and enhanced targeting tools have brought about an end to the 'batch-blast' era of direct mail... mailers have shifted their focus to lower-volume, more targeted and higher-value campaigns, with traffic generation to the store, Web and call center being the primary objective... "

Messages need to be personalized to the consumer rather than sending identical messages to consumers from Maine to Hawaii. Another step that marketers could take is transpromotional mailing and dimensional mailing so that consumers become engaged with direct mailings.






Tags: cross-promotional advertising, direct mail, direct mail advertising, Winterberry Group








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