What will you find in your mailbox tomorrow? You don’t need a crystal ball to know the answer. Now, USPS is pulling back the curtain to allow recipients a sneak preview of their mail before it arrives. Informed Delivery, the new post office tracking service, will change the way we receive mail—and the way direct mail marketers send it. Here’s what you need to know and how to benefit from Informed Delivery.
Today, brands play a bigger role in our lives than ever before. They’re texting us, tweeting us, and occasionally even insulting us. The ways brands interact with consumers has evolved, and so have shoppers’ expectations. Consumers have come to expect a higher level of personalization during the buyer’s journey. Direct mail marketing is no exception. Smart direct marketers are rising to meet (and surpass) those expectations with the help of variable data printing.
What separates a good company from a great one? In a word, people. Even in a world driven by technology and commodity pricing, the most successful companies realize that their greatest asset lies in their workforce. That’s why employee tenure is one the most effective ways to evaluate the quality of a business. Some of benefits of highly tenured employees are obvious, while others may not be as apparent.
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How much did you enjoy creating and delivering your last marketing campaign? While you may have loved its results, the process itself was likely less than delightful. Epic email chains of edits and approvals, learning and unlearning multiple digital tools, negotiating with printing and shipping companies—sometimes getting a simple message in front of the right customer takes weeks of frustrating work.
In the late 1800s, American writer Mark Twain was reported to be in ill health, or possibly even dead. Tracked down by a reporter, Twain was found to be in fine shape and subsequently quoted as saying, “The reports of my death are greatly exaggerated.” The same can be said these days about the state of direct mail. While some naysayers and technologists deride the use of direct mail marketing campaigns as a throwback to a less technologically-savvy era, those with experience in the field know better. Direct mail works, and personalized direct mail works even better in the 21st century.
It wasn’t too long ago that personalized direct mail – a piece of mail specifically addressed to, and aimed at, the recipient – was the “new thing” in direct marketing services. It enjoyed a surge of popularity for a time, but rising postal rates, along with the advent of digital ad channels, stunted its growth. However, with the addition of both multi-channel and omni-channel sales efforts, personalized direct mail -- being helped along by carefully targeted marketing efforts -- is evolving into a better version of itself.