Christopher Karpenko

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 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.