Staples Inc. next month will end a pilot program that featured Postal Service counters staffed by Staples employees in 82 of the chain’s stores. Instead, the office-supply retailer will be an approved shipper for the Postal Service. Under the new arrangement, the stores can also offer services for other mail providers, such as UPS and Fedex.
The Direct Marketing Association recently reported that said confidence in data driven marketing via digital channels is higher than ever, with some 78 percent of marketers saying it’s the path to new growth. Marketers outside of the U.S. have been watching the data-driven revolution with great interest, and most are eager to jump on the bandwagon.
Tech expertise, high-level government experience, academic prowess, and celebrity could all be present on the Postal Board of Governors should four names entered into nomination for open posts be approved by Congress. The Senate Homeland Security and Governmental Affairs Committee will question the candidates at a hearing soon.
Joy Gendusa writes, “Let me guess: you tried Pay Per Click (PPC) and it was…a mess. Am I warm? You were paying like $10 per click and then most of those clicks never even turned into leads. We’ve all been there. So take solace when I tell you: it’s not you – it’s Google. But there is a huge caveat to this. A big ol’ asterisk, if you will. And it is this: It doesn’t have to be this way. Direct mail and PPC can work together like peanut butter and jelly. I’m talking about a ‘the whole is greater than the sum of the parts’ situation.”
“It takes an aroused man to make a chicken affectionate.” Google that phrase and search results show Frank Perdue’s slogan, “It takes a strong man to make a tender chicken,” went horribly wrong in translation. This is part of the reason marketers may fear communicating with Hispanic consumers—because there are so many ways to get it so, so wrong. But get it right and the returns can be very rewarding. Hispanic consumers respond to direct mail solicitations about 3.5 times more often than do other U.S. consumers.
Most marketing teams recognize that women are an increasingly powerful part of the purchasing power equation. A recent study found that only 9 percent of women think they are being marketed to effectively. The percentage drops in ages 50-plus to a scant 7 percent. Considering that the latter demographic holds nearly three-fourths of U.S. financial wealth, there is a good chance that your business is not only missing the marketing target, but wasting money as well.
In the aftermath of this year’s historic 6 percent increase in postal rates, mailers have been advised by postal consultants and agency wags to enter into a kind of direct mail rehab. The rate is the rate, it’s not going to change—the abiding wisdom goes—so clean your lists, right-time your mailings, integrate them with other channels, co-mail and commingle, and wring the most out of your increasingly dear postal dollars.
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?