The 2024 Direct Mail Marketing Benchmark Report indicates that B2B and B2C marketers see quality audience targeting via direct mail as the top advantage, reflecting a growing reliance on offline data due to digital privacy issues.
Direct mail’s superiority in targeting is attributed to high-quality data sources that lead to precise audience modeling, allowing for better identification of prospects who resemble existing customers.
With the decreasing effectiveness of third-party cookies, direct mail offers a compelling solution for expanding digital reach and enhancing campaign efficiency through the use of offline data.
As marketers continue to face challenges in digital targeting due to privacy concerns, direct mail emerges as a powerful alternative that can drive higher audience engagement and conversions.
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