Have you ever wondered what happens to letters addressed to Santa? Each holiday season, thousands of wish lists flood Santa’s mailroom. Not only are the stakes high for the hopeful children trying to reach Santa, but the postal service, paper…
When asked about new ideas and strategies for future campaigns, at least 79% of marketers indicated they are likely to test at least one (if not all) of these elements: list, offer, creative, and digital integration. Yet, testing direct mail campaigns has challenges…
Establishing a sustainable mail program hinges on marketers’ ability to recognize when their current strategy is no longer working. Ineffective direct mail programs can deplete resources and produce diminishing returns. In this article, we will discuss signs that indicate you…
Direct mail marketing is a vital tool for financial services companies seeking to engage new prospects and retain existing clients in a competitive market. The challenge, however, lies in measuring the success of direct mail programs. To ensure that your…
Does direct mail live up to the hype of its digital counterparts? In this article, we will break down the efficacy of direct mail, its benefits, and how it compares to other channels in terms of performance. Prefer to listen?…
One might assume that direct mail campaigns have taken a backseat to the more “modern” form of mail: email marketing. Yet, brands are continuing to use both channels to reach their top prospects and drive sustainable growth. In this comparison…
With recent shifts in Google advertising technology, such as implementing anti-tracking measures and cookie restrictions on Chrome and Android devices, digital marketers have grappled with ‘signal loss’ and marketing headaches. Yet, new strategies are emerging, like using second-party purchase data to create offline lookalike models.…
Direct mail is an expensive channel from a cost-per-piece standpoint, especially when compared to digital advertising strategies. Data, paper, ink, and postage are legitimate tangible expenses. However, from a cost-per-acquisition (CPA) and return-on-investment (ROI) perspective, direct mail can be an…
Measuring statistical significance in marketing is essential for making data-driven decisions. It allows marketers to assess the effectiveness of marketing campaigns, understand the impact of various strategies, and identify patterns or relationships in performance data. We sat down with Franklin…
Like any direct marketing channel, navigating the data, cost and frequency for optimal performance can feel like a challenging puzzle. With the right approach you can address these direct marketing challenges head-on, before they become costly mistakes. Drawing from extensive…
