When David Prodanovic took the helm of Burnaby-based direct mail company DataCore in early 2025, he admits he did not fully appreciate the power of direct mail as a marketing channel.
“Like many business leaders in my generation, my exposure to marketing was dominated by digital media,” he says. “Direct mail simply was not on my radar.”
That perspective changed quickly.
Despite the steady decline of personal letter writing, physical mail remains one of the most effective and results-driven marketing tools available to businesses today.
“Companies may send fewer personal letters than they once did, but as a business medium, direct mail is not only alive, it is growing,” Prodanovic says. “Organizations rely on it because it consistently delivers measurable results.”
Prodanovic joined DataCore shortly after the merger of two Vancouver-based industry leaders, Mail-O-Matic Services Ltd. and DataCore Mail Management Ltd., which combined under the DataCore name. The expansion created the largest direct mail company in Western Canada, operating from more than 40,000 square feet of space and serving blue chip corporations, small businesses and not-for-profits across Canada.
“I stepped into a company with an outstanding client roster and an exceptionally talented team,” he says. “My focus was to consolidate operations, align strategy and position us for the next phase of growth.”
That growth, he believes, is closely tied to renewed awareness of what physical mail can achieve.
“Without question, it is one of the most underestimated marketing tools available,” Prodanovic says. “When used strategically, it can fuel meaningful growth.”
The data supports his view.
According to a study by the Data and Marketing Association in the U.K., direct mail generates up to 10 times the response rate of email, online search, social media or digital display advertising. The same research found that up to 90 percent of mail is opened, and 85 percent of consumers say they open mail that looks interesting. Those are engagement levels few other channels can match.
Additional research from the U.S. Postal Service found that recipients of direct mail spend 28 percent more than those who do not receive the same piece.
“These are powerful numbers,” says Prodanovic. “It is difficult to find another channel that consistently performs at that level.”
Meanwhile, many digital channels are seeing reduced effectiveness due to saturation, rising costs and increased exposure to fraud and deceptive practices. “It is not that digital does not work. It absolutely does, and it is essential,” he says.
“But it is becoming more expensive while delivering less impact than it once did. Businesses need balance.”
Modern direct mail is far from outdated. Today’s campaigns are highly sophisticated and data-driven, integrating advanced targeting, personalization and analytics while leveraging decades of proven response techniques.
“Both digital and direct channels are results-focused,” Prodanovic explains. “But physical mail has a unique advantage. It feels personal. It engages the senses. That tactile experience builds connection and recall in a way that screen-based marketing simply cannot replicate.”
For organizations looking to diversify their marketing mix, DataCore positions itself as more than a mail processor.
“Unlike many providers, we guide clients from strategy and planning all the way to execution and delivery,” Prodanovic says. “We help businesses integrate direct mail into a broader marketing strategy that drives measurable outcomes.”
As companies navigate an increasingly crowded and digital-first landscape, Prodanovic believes revisiting traditional channels with a modern, data-informed approach may offer a competitive edge.
“In today’s environment, standing out is harder than ever,” he says. “Direct mail gives businesses a way to cut through the noise and create meaningful engagement.”
Find out more about direct mail and DataCore: datacoremail.com/thinkdm.
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