We’ve been analyzing how various verticals have adjusted their marketing approaches to COVID-19 and the impact on direct mail volumes. When the Winterberry Group released “The Outlook for Data Driven Advertising and Marketing 2020” in January, they projected direct mail to increase 0.6% and digital channels to increase an average of 14.5%. Then the COVID-19 […]
I recently participated in a virtual panel for American Marketing Association’s southern Connecticut chapter on direct marketing trends titled "An Industry Reset: The Resurgence of Integrated Marketing and Direct Mail.” There were some 60 marketers from the greater New York area in attendance who had great questions for me and the other two direct and digital marketers on the panel. Here are a few of those questions and a summary of some of my responses:
Marketers will tell you content and messaging are critical components to drive campaign success and return on marketing investment (ROMI). If this seems obvious, why is it such a challenge for marketers to identify content that increases response rates and drive the desired customer experience (CX) and action? Content analysis is the answer (or at […]
In a little more than a month, the Postal Service’s Informed Delivery mailing promotion will give marketers the opportunity to earn a two percent postage discount while expanding the reach of their direct mail campaigns. Informed Delivery is a USPS product that seamlessly links your mailpiece to digital experiences. It works by sending subscribers an […]
We’ve come to the final three (of nine) questions that every direct mail producer should ask before, during, and after you create a direct mail package. Reminder: these questions come courtesy of Paul McQuillan, who turned his experience at a marketing seminar into a piece for Target Marketing. His article appeared a few years […]
Continuing our review of the nine questions that should guide every direct mail user— courtesy of Paul McQuillan and an unnamed marketing seminar speaker. Paul turned that seminar encounter into a helpful direct mail checklist and wrote a piece for Target Marketing a few years ago. Let’s move on to questions four through six. All […]
We’re always on the lookout for and appreciative of essential advice for direct mail producers. A tip of the hat, then, to Paul Mcquillan and an unnamed marketing seminar speaker, whose direct mail checklist I recently came across in a piece Paul wrote for Target Marketing.
As marketers continue to develop their Medicare marketing plans for this year’s Annual Enrollment Period (AEP), the impact of COVID-19 means we are no longer marketing within a business-as-usual setting. While some AEP tactics will change, and others will remain the same, direct mail will remain a key part of an omnichannel strategy. For example, […]
The Human Element of Data Driven Marketing on Display at ANA Masters of Data & Technology Conference
At the beginning of March, a few of my colleagues and I attended the ANA’s inaugural Masters of Data and Technology Conference. This conference was started because ANA found that mastering data and technology is one of the top strategic priorities of CMOs, and it’s no wonder.
When working on a marketing plan or strategy, you may hear these questions: “Do we really need to include direct mail?” or “Can we scale back on direct mail?” And while the response should be that, yes, we definitely want to include direct mail in the customer journey, it should also be noted that […]