Christopher Karpenko

Recent content by this author:

  • How Digital Integration Helps Direct Mail Deliver

    Forward   August 29, 2019  

    Today’s consumer-driven marketing requires a new level of sophistication to meet customers in the right moment on the right channel. Combining digital intelligence with direct mail can be an effective way to get customers to take action.

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  • Why Integration Matters in an Omnichannel World

    Forward   November 20, 2018  

    The fragmented nature of today's media landscape makes it impossible for brands to reach audiences in a single place at a single time. Marketers must take an omnichannel approach to reach consumers — and do so in an integrated, coordinated way. Here's how direct mail can help unify that approach, tying disparate channels together into a holistic brand communication strategy.

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  • At the Crossroads of Digital and Physical Marketing

    Forward   April 25, 2017  

    Now more than ever, understanding the effectiveness of each channel, campaign, and content piece is critical to marketing success, yet the rapid growth of channels in this digital age makes knowing the right mix to be successful that much harder. In this issue of Forward, the United States Postal Service looks at how merging digital and print marketing can boost ROI, increase consumer engagement across multiple forms of media, and improve marketing accountability — all cornerstones of a successful marketing campaign. Plus, how a new innovation called Informed Delivery is poised to give marketers more touchpoints and more impressions.

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