As we head into Labor Day Weekend, the telltale signs of fall are beginning to appear and brands are starting to think about next year’s marketing plans and strategies. One continuing issue for direct marketers is finding the right balance between data and personalization to power successful campaigns.
I was recently asked to write an article for Mailing Systems Technology entitled, “How Changing Consumer Expectations and Behaviors Shape Omnichannel Direct Mail Strategy.” As I noted in the story, the ongoing tug-of-war between consumers wanting to protect their personal data, while also wanting personalized offers, is a challenge for marketers and consumers alike.
These insights that I cover in the article should be factored into your 2023 marketing plans:
- Why offline data, predictive analytics, and other forms of data may have a larger role in the near future.
- Why first-party data should inform your campaigns, and why direct mail shines in this respect.
- How using one set of data with multiple messaging strategies sent through offline and online channels makes the most efficient use of your marketing budget.
- The need to build trust, and how transparency is the key to that.
About Mailing Systems Technology
If you’re not a regular reader of the publication, Mailing Systems Technology focuses on helping mailing professionals improve “the quality, workflow, production, and delivery of customer communications and direct mail.” Other members from our team—including Kurt Ruppel, Ashley Leone, and John Murray—have also contributed their expertise in recent years. Subscriptions are free and I would encourage you to look into the publication. And of course, if you have any question about using consumer data effectively and responsibly, or about your direct marketing plans for 2023, please let us know.
