April 3, 2014 (RARC-IB-14-001)
Hard copy communications, and mail specifically, are not not the relic some claim them to be. Mail can still create a powerful connection with people of all ages. This is especially true when it is well designed and digitally interactive. Although senders pay for mail to be sent, catching recipients’ eyes determines the value of the communication. Without consumer interest in mailpieces like direct mail, catalogs, or bill reminders, the mail value chain breaks down.