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Sales of direct mail advertising rebound strongly from downturn

Direct mail continues to prove it's a viable and physically engaging marketing medium, as a recent study from the Winterberry Group shows use of the channel surged in 2010, curtailing a three-year recession-backed decline.

According to the report, direct mail advertising sales grew by 3.1 percent last year, marking a significant improvement from the 20 percent plummet observed in the three previous years, according to Medill Reports, underscoring the value of web to print resources.

The same report also projected that sales will increase by 5.8 percent in 2011, further indicating that the medium is recovering strongly from the economic downturn.

"We're entering a period where inflation is going to start to set in and people are going to try to raise their prices as demand increases," Bob Lieber, CEO of marketing services firm Original Thought, explained to the source. "It will drive marketers to try to be more efficient, so they will try to make inexpensive formats successful, for example, the postcard mailing."

Another way businesses are driving efficiency is through adoption of address verification software and procedures, which can help check marketers' list of mailing targets against the U.S. Postal Service's registry, thereby boosting efficiency and curbing the risk of unnecessary fees or on unread mail.