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Businesses seeing dips in service when transitioning from direct mail

While email and digital advertisements are becoming a bigger part of the marketing world, many companies are finding overloaded email inboxes and spam filters are dampening the effectiveness of these initiatives, reported the Times Herald-Record, a daily newspaper covering areas of New York.

David O'Halloran, proprietor of the Pinegrove Ranch and Family Resort in Kerhonkson, told the news source his local resort saw its occupancy rate drop when relying solely on email marketing, and that direct mail and print ads add to the traffic on the company's web page.  

"American businesses and consumers still value the physical delivery of mail in this digital age," U.S. Postal Service spokesman George Flood said in an email to the news source. "Consumers spend a lot of time looking at their mail, and they still use it to make purchasing decisions. As long as consumers use the mail, businesses will continue to receive significant value from their investment in direct mail."

Seeing the benefits that direct mail adds to a business, companies should keep in mind that the use of postal software can increase the efficiency of a print marketing campaign, further boosting return on investment.