Category Archives: Direct Mail

Do You Know What’s Happening in the C-Suite?

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As printers increasingly transition into marketing services providers, it’s critical to understand what is happening in the C-Suite, or the senior executives within a company. Specifically for our industry, we are interested in the marketing and business development executives. To this end, IBM’s “Redefining Markets: Insights from the C-Suite Study,” provides a mother load. The… Read More »

Stasis in Direct Mail Formats . . . An Opportunity?

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Mintel Comperemedia, which aggregates and analyzes direct mail data from around the industry, recently did an assessment of direct mail over a three-year period.  It looked at estimated mail volume, use of digital response mechanisms, and spend across nine sectors. The report, titled “Trends in Direct Mail and Digital Integration,” has one overarching theme—stasis. Considering… Read More »

Know Your Timing!

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There are lots of reasons to get involved with your clients’ campaign in the planning stages rather than waiting for them to hand off a print-ready PDF at the end of the process, and here’s one of them. Left to their own devices, their timing can be terrible. When the client is having a weekend… Read More »

It’s Time for Spring Cleaning . . . Data, That Is!

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It’s time for spring cleaning, and that includes your data. I was reminded of this today when gathering the contents of my mailbox. In it were two letters, identical except for the personalization. On the first, my name “Heidi” was sprinkled everywhere. On the second — an otherwise identical mailer — was coated with my… Read More »

Data-Driven Marketing: Where Are We Now?

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When we look around, it feels as if there is more personalization occurring in marketing today. We hear more about it. We see it more in our inboxes and mailboxes. But what’s really happening on the ground? According to Forbes Insight’s new report: “Data-Driven and Customer-Centric: Marketers Turning Insights into Impact,” based on a survey… Read More »

Channel Preference Lesson from Super Shoes

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I have been reading about Super Shoes’ new approach to its new, more personalized direct mail campaigns. I must say, I love what they are doing. There is a lot going on there, but here I want to point to the issue of channel preference. When we think about successful direct mail, we think about… Read More »

Is USPS Real Mail Notification a Game-Changer?

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As if the USPS hadn’t pulled out enough tricks, it has expanded its latest invention, Real Mail Notification, digital alerts of mail about to arrive in recipients’ mailboxes. The idea is that since USPS sorting machines already take pictures of the fronts of nearly every piece of mail anyway, why not use those images to… Read More »

QR Codes: What the Numbers REALLY Say

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Lately, there has been a lot of talk that QR Codes are dead, that as a response mechanism they are passé in favor of sexier approaches like augmented reality (AR) and near-field communications (NFC). However, the data don’t support this claim. This week, I released a complete front-to-back update of “QR Codes: The Data Speaks,”… Read More »