Not only is direct mail alive and well, it is living the high life! Coming off a fantastic year of increased spending in 2014, direct mail is poised for continued success in 2015. According to a recent survey by the Winterberry Group, direct mail spending increased 2.7% last year to $5.2 billion and is poised to grow to $45.7 billion in 2015.
Email deliverability experts advise that it’s a best practice to remove addresses from your email list after a certain amount of inactivity. Even in my last blog post, I discussed avoiding list fatigue by not sending to non-engaged recipients. This is beneficial for a number of reasons. Most importantly, having a list full of disinterested recipients not only hurts your wallet, but can negatively impact your company’s sender reputation and deliverability. For plenty of businesses, this best practice is useful. However, in other industries, it is not only justifiable to extend the shelf life of your email database, but highly recommended.
I understand my word alone may not convince you of the power of consumer reviews so I’m bringing in some support from the bench:
What’s the deal with millennials and money?
Millennials, or the generation born between 1980-and 2000, have become a focus of national discussion. Our generation has come of age in a rapidly changing, economically volatile and technologically advancing society. As a result, we do not fit the mold of prior generations and are often characterized by a reliance on technology and seemingly unrestrained activity on social media outlets. Demographically, we are larger than preceding generations, with 92 million strong.