Direct mail is an industry that got hit pretty hard. I think the chart below says it all. But, why did it get hit so hard? Do people really hate direct mail? Well, some do and some don't. Actually, 18-34 year olds actually prefer direct mail!
In reality, direct mail was hit hard for a few reasons (a topic for another post), but a couple of those reasons are that email appeared to be a good substitute and buying behavior shifted dramatically (if you haven't read ZMOT - go read it now).
So, what can you do today to make your direct mail campaigns effective by making them a little bit more "inbound"?