Marketers are now realizing that abandoning direct mail for digital media may have negative consequences for return on investment (ROI), and the impact may be worse than expected. When budgets are tight, it’s harder to see the forest from the trees, and it’s easier to make cuts with less regard for lifetime value (LTV). Fortunately, information spreads fast nowadays so we get to hear pretty quickly what others have learned from their mistakes. Conversely, there are a few mailers that kept quiet about their success with direct mail in 2009 due to the positive implications of fewer competitors’ offers in the box. (more…)