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Is Direct Mail Dead?

Here's an interesting blog post we came across by Magdalena Georgieva at Hubspot titled Why Direct Mail Can't Help Your Business Grow.

Below are the responses from several Marketing veterans. The first being Gabriel Group's CEO Bill Ziercher.

"The right message at the right time to the right person using the right media. Just like Mark Twain's reported death, the death of Direct Mail is greatly exaggerated. It is a potent measurable tool when used properly. When your only tool is a hammer, everything is then viewed as a nail. Conclusion: use the right tool for the right application." - Bill Ziercher

"I must say that this is a pretty self-serving marketing. There are many companies that do very well with direct mail because their business model and market responds to it and there are many that benefit from a more intense focus on online marketing of which inbound is a segment. I think it is important to remember that you have to design your marketing mix around what works for your market. As a Hubspot Partner, we clearly believe in content marketing, but deliver the best performance by marketing through the channels that deliver the best results for THAT customer." - Ryan Malone

"I must say this post is way too broad... So direct mail no longer works? Then why are the most profitable companies in the world still sending billions of mail pieces a year? Because they like to dump money into a medium that will lead to $0 in profit for nostalgic reasons? I don't think so. As long as the direct mail piece has a solid creative and targeted list, you can pull a profit. The difference today is bad direct mail pieces with broad lists no longer make money." - Damien Cabral

"I am disappointed that a savvy organization like Hubspot would make such a broad statement that DM is dead and provide one example to support your argument. 'Bad' direct mail is dead, yet direct mail is still a very effective medium (like most channels) when segmentation and advanced targeting is combined with a strong offer and engaging creative." - Jim Marous