Christopher Karpenko

Recent content by this author:

  • Getting Started with Sustainable Direct Mail Marketing

    Forward   March 16, 2023  

    Sustainable direct mail marketing practices can help businesses further their environment initiatives, offering a more eco-friendly alternative to digital-only or digital-heavy campaigns.

  • Direct Mail Belongs in the Omnichannel Customer Journey

    Forward   December 13, 2022  

    Direct mail marketing can help create customer touchpoints that encourage engagement. Here's how brands can use direct mail in tandem with digital media to create touchpoints that help drive action throughout the entire omnichannel customer journey.

  • The Art and Science of Direct Mail

    Forward   November 10, 2022  

    In an increasingly digital world, direct mail marketing can offer customers a tangible experience. However, many marketers struggle with determining the best ways to incorporate mail into their overarching strategy.

  • How to Track Direct Mail Performance and ROI

    Forward   November 1, 2022  

    When marketers find themselves on shaky economic ground, proving ROI and marketing accountability become all the more crucial. Here are seven methods for tracking the value gained from direct mail.

  • URL to IRL (In Real Life)

    Forward   December 29, 2020  

    Attribution models are often used to gauge the potency of digital marketing campaigns and refine channel strategies, but these don’t always take customers’ real-world actions and behaviors into account. Without a view into customers’ offline activities, it’s nearly impossible to tell what’s working and what’s not. However, there are several ways to accurately measure what happens offline.

  • Diversifying with Direct Mail

    Forward   December 17, 2020  

    While some channels perform well across the customer journey, others see drop-offs at various stages. Putting more resources into the same channel probably won’t improve results. Instead, marketers should rely on direct mail to support other channels when they need a boost.

  • The Case for Combining Direct Mail and Influencer Marketing

    Forward   November 26, 2020  

    Influencer marketing has redefined the way companies drive awareness of their business. Leveraging brand messaging, endorsements, or product placements from industry icons in direct mail campaigns can help companies further capture consumer attention when and where it matters. Here’s how brands can leverage today’s top direct mail innovations and tactics to help make the most of their influencer marketing efforts.

  • The Keys to Direct-to-Consumer Success

    Forward   September 15, 2020  

    Before rushing to copy the offline marketing efforts of direct-to-consumer brands, it’s crucial for traditional brands to first understand the overall purpose driving the strategy. The timing, messaging, and medium also play a part in the broader scheme of the campaign.

  • Successful Multichannel Campaigns Start with Good Timing

    Forward   December 17, 2019  

    To build a stronger campaign, marketers should consider how to make valuable offline connections with customers by incorporating direct mail into their broader multichannel efforts. Weaving together digital and physical channels can help to successfully grab user attention and deliver a more robust and effective ROI.

  • The Future of Retargeted Marketing Is Direct Mail

    Forward   November 28, 2019  

    Digital technology has made a profound impact on marketing. Using retargeting ad technology, businesses can easily and effectively reach the right consumers at the right time with the right messaging.

  • How AI Can Shape the Future of Direct Mail Marketing

    Forward   October 31, 2019  

    By leveraging artificial intelligence for direct mail, marketers can create highly relevant, engaging messaging that speaks to specific consumer interests and behavior, keeps their brands top-of-mind, increases overall engagement, and, ultimately, boosts the bottom line. Here’s how.