In a very recent study titled Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a division of Epsilon Targeting, surveyed over 2500 U.S. and 2200 Canadian households, specifically targeting consumers in the 18-34 year-old demographic. The study found that these consumers overwhelmingly prefered—by two to three times—to learn about marketing offers via postal mail and newspapers, rather than online sources such as social media sites.

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.

Direct mail volume increased 16% year-over-year in the first quarter of 2010 to 6.1 billion pieces in total, according to data from direct marketing intelligence firm Mintel Comperemedia.

Neil O’Keefe, vice president multichannel, Direct Marketing Association, United States, explains all to Post&Parcel.

“The reports of my death are greatly exaggerated” - Samuel Clemens

Tourism boards are running direct and digital campaigns to attract consumers to their beaches, lakes and attractions for summer vacations, despite slashed state budgets.

The United States Postal Service proposes to end regular Saturday mail delivery to street addresses as part of a comprehensive plan to ensure that it can continue to deliver affordable service to the American people.

CMOs are stepping up their use of traditional direct marketing tactics, including customer data integration and analytics, lead qualification and harvesting and performance measurement, according to the Chief Marketing Officer Council's latest State of Marketing report, released April 19.