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Ted Grigg

Yes. Direct mail is still growing and dwarfs online budgets across the board.

Why? Because we are in love with what we know? Hardly.

It is growing because it works! In fact, I believe mail's growth and persuasive power continues to grow as spam proliferates.

Email's low cost to entry and easy access reflect both its strength and weakness as well as some forms of online marketing.

Any huckster can send millions of emails in a few minutes. Direct mail's high cost of entry requires more planning, forethought and cost. This tends to attract a more serious advertiser and filter out the fly-by-nighters. And consumers know this well.

I use email extensively in upgrading customers and converting leads to sales. It is powerful medium in the areas of retention and upsell. This is "permission" email. A different animal from acquisition.

The name of the game is to be media agnostic. But many "new age" online practitioners have yet to learn this important lesson.

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