Wow! Who would have thought when the postal community gathered in May 2019 for the National Postal Forum (NPF) in Indianapolis that it would be three long years before our community could get together in-person again? That’s why this admitted “postal geek” is so eager to reconnect with his mailing industry friends at this year’s National Postal Forum at the Phoenix Convention Center, where the theme will be “Facing the Future. Together.”
March and April have been eventful months for the mailing industry and marketers. The President has signed the Postal Service Reform Act of 2022 into law. The Postal Service also filed a proposal for a 2022 postage rate increase with the Postal Regulatory Commission (PRC), with rates set to increase in July.
The Association of National Advertisers (ANA) has released its long awaited 2021 Response Rate Report (membership required) that once again reinforces direct mail ROI as the highest of all channels they studied. Leveraging a multi-format offering across multiple production platforms, direct mail ROI topped the list at 112% ―a stronger return than from any other channel!
If you read my blog posts, you know that I love shopping. The holiday season, November 1 to December 24, is my favorite time of year for shopping…the decorations, the music, and the sales. The 2020 holiday shopping season was disrupted due to COVID-19 restrictions and in-person shopping included social distancing, a facemask, and hand sanitizer. What would disrupt the 2021 holiday shopping season?
At IWCO Direct, we spend a great deal of time thinking about what drives the success of our clients’ marketing programs, which includes taking advantage of available promotions that can help marketers drive more robust response at a lower cost. As my colleague Marcus Johnson discussed last week, direct mail remains an essential part […]
Let’s play a game (not Tic Tac Toe). How many ways can you think of to market your product or service? Instead of “ways,” you may prefer technical terms such as channels. Or tactics. Or marketing mix. Or even media plan. Let’s name a few, including the obligatory digital option: Digital — I’m lumping various […]
Optimizing postage spend is built into IWCO Direct’s DNA. In our announcement last week on the addition of seven new HP digital presses we discussed how our new equipment will drive shorter production cycles with less time from data to delivery for our clients. Another benefit this expansion of our industry-leading digital print platform offers is the ability to further optimize postal qualification and manage postage spend through a process called digital commingling.
Marketers’ needs are evolving. Our clients tell us they require even more focus on data and analytics to drive enhanced personalization and relevance in their messaging; they’re looking for automated tools to streamline the management of marketing content and creative across channels; and their most pressing need is to accelerate speed-to-market. Utilizing the latest in […]
Have you ever wondered if your direct mail package is performing as well as it could? Are you certain you’re reaching the people most likely to buy, or that the creative truly captures your audience’s attention? One way to know for certain is to conduct Champion vs. Challenger testing. Our team is increasingly involved in […]
By now you have more than likely seen headlines declaring in one form or another the death of the third-party cookie. You may also have questions about what this means to your marketing programs and what adjustments you’ll need to make. What marketers should know is that while this one door of available data is […]