Mike Gunderson, President, Gunderson Direct Inc.
Since I founded Gunderson Direct roughly 20 years ago, I’ve had a number of conversations where I’ve defended direct mail to digital marketers. It seems that our channel is just not as well understood as most others, so I’ve done my share of explaining.
Here is just some of what I say to help them understand how direct mail can help them.
• It has unique targeting capabilities: Cookie concerns? IP identification issues? A physical address is the most reliable contact information for prospecting. Direct mail datasets are appended with thousands of attributes—both