Personalizaton

High-Tech Direct Mail

Posted by Roger P. Gimbel, EDP on Aug 7, 2023 4:13:41 PM

 

Everyone in the printing business knows how direct mail has resurged as an important marketing channel. However, it's not appearing as it did in your grandfather's mailbox! There’s no “spray and pray” anymore.

“In 2022, we saw marketers starting to shift their digital marketing budgets to direct mail solutions,” Meg Ugenti reported last month in Forbes. “This trend will hold steady as the digital marketing landscape continues to be more crowded and less predictable than traditional offline marketing channels.”

In a recent article from Practical Ecommerce, Eric Bandholz explained how Apple’s iOS 14 privacy change has upended advertising on Facebook. “Merchants accustomed to stellar ROI must now accept modest or less-than-modest performance, he reported, citing the intriguing case of Pig of the Month. The Ohio-based direct-to-consumer seller of barbeque quotes company founder Lea Richards: “With post-iOS 14 ads not working, we’re getting back into direct mail. We’ve found good results, up to six-times return.”

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Topics: multi-channel campaigns, direct mail, news, personalizaton, variable data, VDP, omni-channel, direct marketing, xmpie

Are You a Partner or an Order-Taker?

Posted by Roger P. Gimbel, EDP on Jan 10, 2019 2:36:36 PM

Too many print companies still rely on traditional methods for interacting with their clients. Instead of suggesting creative ways they can help their clients achieve business goals, print companies keep focusing sales conversations on quotes and printed products they can provide. It may seem contrary and uncomfortable, but the best way to sell print may not be initiating a sales call with product pitches. This approach makes print a commodity that any competitor offering a lower price can easily reproduce.

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Topics: consultative selling, news, personalizaton, sales training, service-centric, product-centric

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