Senior marketers find direct mail marketing to be both beneficial and challenging, with audience targeting being the top factor. The report by SeQuel Response surveyed 350 marketing leaders.
Direct mail's advantages include accurate targeting data, easy tracking, and creative flexibility. However, limitations in data access, ROI tracking, and internal preference for digital channels are major challenges.
Integrating digital channels into direct mail is believed to improve campaign performance, with 90% of senior marketers agreeing. 76% have already integrated or plan to integrate email into their direct mail strategy.
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The Top Benefits and Challenges of Direct Mail Marketing
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