Patrick Donahoe, Postmaster General and Chief Executive Officer of the Postal Service, recently talked about the future for print and direct mail in his keynote speech in Washington on March 16, 2014. In his own words he states, “mail is the most effective channel for driving customers to a retail location and for driving customers to websites.” Direct mail is a great way to integrate marketing campaigns for both print and social media. See our previous blog: “Print is Not Dead. Print and Direct Mail Marketing Will Thrive in 2014 for Marketers Due to Facebook Reach Decline.”
The Postmaster General’s recent speech was to emphasize the role of direct mail in terms of attracting and retaining customers.
In a previous blog we highlighted steps how direct mail can reach your target audience. Click here to review those 5 ways to improve your mail campaigns.
“Our industry needs to give all marketers a sense that mail can be used in new ways and using data and analytics to optimize return on mail,” said Donahoe. “We need to drive a better understanding of the value mail brings to integrated marketing campaigns.”
From his keynote speech in Washington, the Postmaster General states:
- Make mail more personally relevant and tailor mail pieces more to an individual.
- Accelerate the adoption of technologies that make mail more actionable, with emphasis on speeding the customer’s purchasing process.
- Expand the functionality of mail by embedding technologies and enabling interactions with devices, such as mobile phones and tablets.
- Invest more in industry wide creativity, such as mail pieces that use color, irregular sizes and novel construction.
“Leading Printing Executives into the Future.” Marketers Giving Mail A Fresh Look, Says Postmaster General. What They Think, 18 Mar. 2014. Web. 26 Mar. 2014.