L.I.S.T. Inc.

List View: Postal Reemerges in B-toB Marketing
December 1, 2004

In the last 20 years, there have been significant, technology-driven shifts in B-to-B direct marketing that have affected traditional postal marketing communications. In the 1980s, for example, the evolution of the fax as a relatively cheap and easy tool for the delivery of documents and text became the first viable competitor to postal delivery of direct marketing pieces. E-mail Enters the Mix The explosion of the Internet and e-mail communication in the 1990s had an even more dramatic effect on B-to-B direct marketing. In fact, during the tech boom that started in the late ‘90s (and continues to the present), list professionals and B-to-B