I don't think so, but it depends on who you ask. I received a direct mail piece from a "Famous" shoe retailer and it looks like they are still embracing direct mail. The fascinating thing about the piece they sent was they included the offer ($10 off a purchase of $50 or more) along with a map and directions from our front door to theirs.
This new piece of direct mail must use the new Variable Data Printing (VDP) technology available through digital printing companies. They can personalize each piece of direct mail by including the map, but also include a specific greeting using the recipient's name. Imagine your next direct mail campaign that actually gave directions to your store and included a "Dear _____," message.
Variable Data Printing is here to stay. If you are a retailer interested in pursuing direct mail via VDP, please contact us at www.miraretail.com and we will point you in the right direction.
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