Household Diary Study Results Show Direct Mail Works!
I must confess—I am one of those “Mail Geeks” you see on LinkedIn, proclaiming the glories of advertising with direct mail every chance I get! So, when my colleague shared the USPS Household Diary Study (HDS) 2021 Annual Report with me, I began to read it with the same enthusiasm most have for the latest […]
Implement Hyper-Personalization Messaging in 4 Simple Steps
What is hyper-personalization? It’s an innovative method companies use to “tune” their marketing communications content to individual customers. This is done by creating targeted experiences through the use of data, analytics, and advanced technology solutions. Why the Old Ways of Personalization Don’t Work When companies take a legacy approach using broadly defined recipient segmentation and […]
Driving Better Response: Have You Got What It Takes?
As the year comes to a close and marketers everywhere are working diligently to put a bow on their 2023 strategic plans, how much confidence do you have in your ability to connect with your target market and increase response rates? Some Questions to Ask Yourself Has your team identified the right channel mix for […]
A Data-Driven Marketing Strategy Isn’t Optimized Without Mail
The ability to successfully use data to optimize omnichannel marketing campaigns is something we are proud of at IWCO Direct. Our commitment to achieving reliably better results offers our clients program improvements of up to 50%. That’s why I was excited when I had the opportunity to take a deep dive into the role of […]
Insights to Inform Your 2023 Marketing Plans and Strategies
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 […]
Transforming IWCO to Elevate Our Clients’ Marketing Performance
I’ve been saying since I joined the company as CEO, and it’s never been more true: it’s an exciting time at IWCO. I’ve spent the majority of the last few months meeting with teams across our platform to discover what’s working, where we can improve performance for our clients, and how we can continue to […]
IWCO Direct Presents Live at NPF “Direct Mail: The Key to Marketing Success”
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 […]
A Creative Director’s Take on the Most Effective Super Bowl LVI Commercials
A recent New Yorker cartoon portrayed two people on the couch watching a football game. The caption: “So have you given any thought to what you’re going to do with your life after the Super Bowl?” For most of us without a team in the fight, the day comes and goes. We hope for a competitive game, […]
Direct Mail is Appointment Marketing – Is It Part of Your Marketing Mix?
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 digital […]
Why Direct Marketing Creative Must Create Emotional Connections Across Channels
Like most new jobs, I was excited, but wasn’t entirely sure what to expect when I joined IWCO Direct about a month ago. I began my career at an agency with direct marketing in its blood, Ogilvy & Mather. And I knew IWCO Direct would give me the opportunity to rekindle that DM experience by […]