Postmaster General Patrick Donahoe’s final earnings call was emblematic of his four-year run at the helm of the Postal Service: Revenues edged slightly up, but the bottom line was weighed down by financial burdens that continued to engulf its financial statements in red. After announcing his retirement earlier in the day, Donahoe and CFO Joe Corbett delivered results that sounded all too familiar.
Ever since mail has been delivered to people’s doors, it’s been one of the most effective ways for brands to get in touch with their customers. The medium has a powerful ability to perform a number of roles, such as raising brand awareness, lifting sales, increasing footfall and data capture, and has achieved success for many campaigns in a huge amount of sectors.
The younger generation is aggressively marketed via the internet. Many companies ignore them in direct mail marketing campaigns, thinking young adults are only interested in the digital world. In fact, young adults are a rich opportunity for your direct mail marketing campaign if you use the right strategies. Before you can effectively market to young adults, however, you must first understand the mind of the millennial. Millennials make up a large portion of the workforce today and have different values than the generations before them.
A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their hands and engaging them with content that speaks directly to them. Variable Data Printing (VDP) allows you to increase the effectiveness of your direct mail marketing by making your printed pieces even more personal, and targeting specific segments of your customer base.
United States Postmaster General, Patrick Donahoe, who has led the financially troubled U.S. Postal Service for four years, will retire in February, paving the way for the service’s first female postmaster general. Megan Brennan, a 28-year veteran who is the agency’s chief operating officer, will succeed Donahoe to become the 74th postmaster general and chief executive, the Postal Service Board of Governors said.
Direct mail continues to raise more than other fundraising methods, but that doesn’t mean there aren’t some challenges ahead, says Tobin Aldrich. There’s nothing more tedious than the arguments you sometimes get into about which types or channels of fundraising are the most effective. The “my one is better than your one” species of debate seldom leads to a great deal of enlightenment. The most vocal protagonists on either side tend to have a financial stake in the argument.
Creatives obsess about fonts and graphics in marketing material, and lawyers fret about legal compliance in marketing and advertising campaigns—and all that is important—but the core driver of campaign success is deeper down… in the customer data that fuels it. Because data’s harder to get a grip on than logos, it can be tough to “shape” your database in a way that gets your message in front of the people it’s most suited to.
A frequently challenged marketing myth is that it’s becoming increasingly difficult to reach young people via traditional marketing. Many marketers are seemingly convinced that Generations X and Y simply won’t respond to traditional marketing tactics. From TV and radio to direct mail, the reality is that the most effective ways to reach Gen X and Y are surprisingly traditional. Yes, there’s social media, email, and several other digital platforms; there’s also traditional direct mail marketing.
Digital marketing and digital media have changed the way many marketers communicate with their customers and prospects. Email has provided a cost-effective and expeditious vehicle to communicate with customers. Online vehicles, such as banner ads and content marketing, are demonstrating value as effective pull marketing mechanisms.
So has digital marketing, and more specifically digital media channels, changed or influenced direct mail best practices? And how should marketers adapt their direct mail to accommodate these new channels?