Plenty of people lack Internet access
Direct mail software is key for organizations looking to connect with potential consumers. If letters, postcards and forms aren't headed to the correct addresses, a group may fail to get its message across to the people who need to hear it.
While many assume email and digitalization are the keys to the future, this isn't necessarily the case. While it seems incredible, a significant portion of the American population shuns Internet use. According to data from the Pew Internet and American Life Project, 15 percent of adults aged 18 and up don't use email or the Web.
Of the non-connected, 34 percent said they aren't interested in the Internet or think it's a waste of time, 32 percent thought it was too difficult to get online, 9 percent had financial constraints that prevented them from getting access and 7 percent cited availability issues.
Obviously, it's impossible for organizations to connect with this segment of the population via email, meaning they need to find other ways to spread their messages. What better way than direct mail? Thanks to address correction systems, it's easier than ever for groups to be visible to otherwise hard-to-reach individuals.