Some of us here at Rapport are actually old enough to remember a time when electronic communication was considered to be a radio or TV commercial. Direct mail was one of the most powerful forms of advertising outside of television, and relative to television, cost considerably less. With the advent of web advertising and email marketing, traditional direct mail went through a fairly substantial downturn. Mainly because, it was argued, that its computerized counterpart was much more cost effective to produce.

Over the past few years, we’ve begun to notice something of a renaissance in direct mail marketing. Continue reading →