It's easy to get caught up in the digital hype. We're now used to hearing terms like click through's and impressions as frequently as response rates and average gifts.

Surely there's enough data now to finally forego four page letters and move across completely to the online space. Perhaps it's time to acknowledge the direct mail doomsayers are right after all.

Several recent pieces of news give further indication that direct mail may finally be exiting the doldrums it’s been in for the past couple of years.