Informed Mail Delivery: Direct Mail’s New Frontier

Posted by Dave Olesen on Jun 12, 2017 11:31:40 AM

Digital marketing is a testament to Marc Andreessen’s famous observation  that “software is eating the world.”Without question, digital marketing has made great advances over the past ten years and continues on its path to dominate the marketing industry.In fact, marketing has already been so transformed that a key personwithin modern a marketing organization is the CMT:Chief Marketing Technologist and considerably more attention is been paid to the marketing technology stackthanks to keen industry observers like Scott Brinker of ChiefMartec.com. 

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Topics: USPS Informed Delivery

USPS Informed Delivery: Will the USPS Become America’s Trusted "Physemail Vault?"

Posted by Dave Olesen on May 23, 2017 9:07:44 AM

Several years ago, I evaluated mobile apps that let people send postcards because we are a leading print & mail fulfillment provider in this space. One thing became abundantly clear - mobile users don’t tend to keep many physical addresses for their friends, relatives and acquaintances on their devices.

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Topics: USPS Informed Delivery

Defining the Promotional Mix Elements

Posted by Dave Olesen on May 16, 2017 1:23:24 PM

It almost goes without saying that every business needs to promote itself and its products and services. The word “promote” literally means to advance or move forward and it’s no wonder that “Promote” is the fourth “P” in the marketing mix. Unfortunately, many marketing specialists equate promotion with the whole of marketing by substituting the word “promote” with “market” when describing their services.

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Topics: Marketing Strategy

Direct Mail Marketing Sales Funnel: Are Your Letters Getting Opened?

Posted by Dave Olesen on May 3, 2017 11:13:11 AM

Overcoming hurdles in the Direct Mail Response Funnel

Direct mail marketing has an established and well-tested set of design techniques, processes and steps to maximize effectiveness. Within the Intermediate phase of the overarching process lays the Direct Mail Response Funnel. The marketing sales funnel consists of four sequential steps taken by every recipient: Open, Read, Keep & Respond. Let's take a look at the first step –Open.

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Topics: Direct Mail Marketing

The 8 Characteristics of Direct Marketing

Posted by Dave Olesen on May 2, 2017 9:22:02 AM

Regardless of the tools or techniques, direct marketing communications typically have eight characteristics though all are not prominent every time. Let’s take a look at each one. I would encourage you use them as a checklist for your own use.

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Topics: Marketing Strategy

The 7 P's of Marketing: The Marketing Mix Strategy

Posted by Dave Olesen on Apr 27, 2017 11:41:05 AM

In a previous blog, I presented the definition of marketing. Within that definition there are a set of activities. These activities are known as “The Marketing Mix.” Years ago, when manufacturing dominated the world economy, marketing was largely focused on physical products. As a result, the marketing mix strategy was commonly known as “The Four P’s of Marketing” - Product, Price, Place and Promote.  Market research undergirded all activities.

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Topics: Marketing Strategy

USPS® Advances Targeted Direct Mail Ahead of EDDM with Informed Delivery™

Posted by Dave Olesen on Apr 18, 2017 3:20:33 PM

Every Door Direct Mail® is a useful direct mail option for businesses whose goal is local market saturation.  However, when it comes to targeting and the ability to drive greater relevance with personalization, the best bang for the marketing buck is still the following:  A great mailing list combined with a compelling offer and eye-catching visuals sent via the USPS®. 

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Topics: USPS Informed Delivery

What is Direct Marketing?

Posted by Dave Olesen on Apr 12, 2017 4:24:46 PM

There is a lot of confusion about what Direct Marketing is and is not. There are a couple key reasons for this:  First, technology has significantly broadened the very definition of Direct Marketing, and second, many marketers confuse Direct Marketing with Direct Mail, Direct Response or a host of other “Direct” labels. Let’s clarify what is meant by the term "Direct Marketing."

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Topics: Marketing Strategy

What is Marketing?

Posted by Dave Olesen on Apr 7, 2017 4:12:31 PM

The Internet is a wonderful resource that places a tremendous amount of knowledge and real-life experience at your fingertips. However, it’s often easy to walk away with confused concepts and terms when trying to learn a business topic. This especially seems to be the case when it comes to “marketing.” Unfortunately, some sources present the scope of marketing in a very limited way and many others speak of their work in applying specific marketing activities as if they were the whole of marketing.

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Topics: Marketing Strategy

USPS® Increases Direct Mail Response Rates With Informed Delivery™

Posted by Dave Olesen on Mar 30, 2017 10:20:22 AM

It’s well established that response rates go up when marketers use email and direct mail together. According to the USPS®, the combination increases response rates 1.3x as compared to direct mail alone. Now, the numbers are going higher. In tests, the USPS®’s new Informed Delivery™ service is demonstrated promising results with response rate increases of 2.0x when compared to direct mail alone. What accounts for the difference? The USPS® calls it the “Embedded Coordinated Campaign.”

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Topics: USPS Informed Delivery