Almost half of U.S. marketers (44 percent) report an increase in direct mail budgets over the past year, according to a survey mentioned in Marketing Charts. When asked why they use direct mail, 67 percent of marketers said they use it because it is a legacy channel, 66 percent for scale/growth, 64 percent to diversify their marketing mix, 60 percent because competitors are mailing and 53 percent because of the rising customer acquisition costs of digital channels. Of all respondents, 97 percent said the performance of direct mail has either improved (65 percent) or remained steady (32 percent) over the past year.
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