SOI Direct Mail: Building Stronger Connections on Paper
The future offers even more effective ways for mailers to engage and delight customers
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As e-mail open rates continue to erode, look for direct mail open rates to improve. Mailers will take advantage of more relevant, more targeted messaging and imagery on envelopes—with equally convincing payoffs inside pleasing the recipient.
3. Real-time analytics. With the volume of data doubling every 18 months, the science of direct mail will rely on more sophisticated business intelligence in the years ahead. In some ways, digital marketers have taken a lead in this area (think Amazon recommendations)—but print and mail professionals will close the gap.
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Patrick Brand
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