At the recent PRINTING United Expo in Orlando, there was no shortage of educational sessions that focused on direct mail. It is still an incredibly effective tool for brands of every shape and size — and the speakers brought the tips and tricks to help printers maximize this segment. Here are the top three highlights from a few of those sessions.
- Omnichannel integration is critical for today’s direct mail.
The days of mail-only campaigns are over. We live in a very digital world, so mail campaigns today need to integrate seamlessly into the overall whole to maximize ROI and ensure every target consumer gets the right communication on the right platform at the right time.
“If you’re only utilizing one channel, or you’re using digital without direct mail or direct mail without digital, you are missing the boat… they work together in tandem to drive results,” said Morgan DiGiorgio, chief revenue officer at DirectMail2.0.
German Sacristan, group director, Digital Printing Production Services at Keypoint Intelligence further noted, “All the communication channels are here for a reason. They are all relevant and powerful. They all have strengths and weaknesses. For every time that you tell me where direct mail is better than email, I’ll give you another reason when email was better than direct mail. I think that the issue here is that marketers — and this has been my experience, obviously — often lead with the channel first. The first thing that they [do is] pick a channel — I’m going to do a display, I’m going to do an email, I’m going to do a direct mail — without really thinking thorough the strategy. Who am I talking to? What am I going to say? How often do I have to say it? And I think for me, that’s kind of backwards.”
Read the rest of this article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
