Delivering Performance: Charting the Future of Direct Mail in an Omnichannel World

Brands in the U.S. will spend nearly $40 billion to support their direct mail marketing efforts this year. But with marketers facing intense pressure to generate higher returns from every dollar of investment — and substantiate the return on that spending relative to a wide range of other performance-oriented channels — where will those dollars head from here? How should brands be orchestrating an ideal role for direct mail in that “omnichannel” mix? And what innovations are leading them to generate new kinds of value from the mail channel? Winterberry Group’s Jonathan Margulies will address those questions and others while he reviews key findings of Winterberry’s recently released research report, Delivering Performance.