The Focused Future of Direct Mail

When you look across the landscape of resort direct-mail marketing, it feels similar to the lifecycle of an ’80s or ’90s rock band. These groups are no longer on popular radio stations in every market—but even without mainstream popularity, their compressed tour schedules still sell out shows at a select list of stops.

Similarly, gone are the days when resort marketers casually threw significant chunks of their budget into direct-mail marketing and saw a nice uptick in revenue every time a wave of mailers arrived in guests’ mailboxes. An increase in postage and printing costs played a role, but the high ROI of digital marketing channels put direct mail on its heels.