Mailer Madness
PP: What are some popular requests you receive from your customers? Based on current trends, what are your future predictions for the direct mail industry in relation to customer needs and wants?
Johnson: I am seeing use of microsites (promotional or product-specific websites) used in conjunction with direct mail to provide more information. Mailing smarter is a request we often receive, and that means making sure your databases are accurate, up-to-date and [in compliance] with USPS guidelines. We also get requests to make all media measurable, and that means incorporating websites, microsites and reporting metrics in all we do and tracking each medium used. Direct mail is important to our economy and [the] nation’s psyche. Have you ever gone to your mailbox and not received mail that day? It’s an odd feeling.
- People:
- Grant A. Johnson