Direct Marketing, Mail Order, and E-commerce News from the National Mail Order Association

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Marketing Executives Are Still Committed to Direct Mail

W.A. Wilde Survey Participants Say Direct Mail More Effective Than Web, Email Marketing

According to a poll of Philadelphia-area marketing executives taken at a recent W.A. Wilde hosted seminar, traditional mail continues to be a very powerful vehicle for obtaining customers. When asked what their most successful tool used in 2006 was, over half of the survey respondents cited traditional mail; Web projects were cited as the second most useful; and email marketing projects were cited as the third most useful.

Additionally, nearly 50 percent of the respondents plan to increase their marketing budgets in 2007. They also plan on beginning to use or increase their use of variable data and customized collateral in their marketing campaigns signs that point toward the growing popularity of 1-to-1 marketing.

As one of the nations largest providers of direct marketing, W.A. Wilde Company is also becoming one of the greatest proponents of 1-to-1 marketing, having printed over 100 million color and black and white variable data impressions in the last year.

Everything weve seen in the past year indicates that personalized marketing is the way to success for companies and this survey only underscores that, said Tom A. Wilde, president and chief executive officer, W.A. Wilde Company. Moreover, we were not surprised at all to see that traditional mail remains an extremely viable way to reach customers.

About W.A. Wilde

Founded in 1868, W. A. Wilde has evolved from a small publishing company into New Englands largest direct marketing solutions provider. W. A. Wilde provides a comprehensive suite of direct marketing services, including strategic account planning, creative development, integrated media research and acquisition, turnkey direct mail production services, database management, and fulfillment services. In addition, the company holds a cutting-edge position in digital asset management and currently offers its clients a host of web-based marketing tools as well as highly customizable print-on-demand capabilities. Wilde is based in Holliston, MA. For further information, please visit http://www.wilde.com.

 

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