Hear us out. Direct mail has changed. A lot of marketers think of it as static offset printed letters and postcards that are mass market. While that’s still the case for some direct mail, the channel as a whole has learned a lot of new tricks over the years. Today, with digital printing, smart presses, and integration with other channels, it can mirror much of the functionality we love in email marketing, including:
- Personalization of direct mail content, both images and copy
- Individually attributable results, so a campaign’s return on investment can be calculated
- Segmentation, so direct mail pieces go to people who are mostly likely to respond
- Automation to send the right direct mail pieces to the right people at the right time
- Omnichannel orchestration to take direct mail out of its silo and integrate it with broader cross-channel efforts
In this post, Oracle Consulting’s Jonathan McClure talks about each of those in turn…
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