Why is direct mail an effective tool during difficult economic times?

“Typically, there’s a lot less competition in the mail, and that’s even truer now that people are cutting their spending. So, if you are in the mail and all your competitors aren’t, then you’re going to get a lot more readership, and a lot more of your stuff is going to be opened and acted on. And, clearly, mail is still effective; otherwise, people wouldn’t use it at all.”

Charles D. Morgan - former CEO, Acxiom Corp.

“With mail, you have a really good idea of whom your pieces are going to, as well as who has bought from you in the past. If you’re testing your lists, your copy and your mailers, you can manage these programs very precisely and only mail to the best parts of the list where you know you can make money.”

Martin Edelston - Chairman, Boardroom Inc. and Bottom Line Publications

“With direct marketing, you can be much more flexible in your campaigns and adjust the size and cost, including being more precise about whom you’re mailing to, and still know that some lists are going to return at a certain rate. Even if demand is off overall, these lists still work, and they allow you to adjust to the level of your resources very quickly.”

Thomas J. Litle — Chairman, Litle & Co.