DM109: Mail — The Total Experience

Whether you’re a small or large business, Marketing Mail should be part of your Omni-channel advertising campaign. In this session you’ll get an in-depth look at what drives consumer engagement with Mail and what businesses are doing to meet those expectations. What’s driving business and consumer satisfaction with Mail and where are businesses looking to spend their ad dollars over the next two years? This session will cover those important topics and have some room to give you the latest on Informed Delivery and Informed Visibility! Consumers, overwhelmed by inboxes cluttered with unsolicited marketing emails, are more receptive to direct mail. Continued use of direct mail and its enduring effectiveness is because, “Giving, receiving and handling tangible objects remain deep and intuitive parts of the human experience.” People like the physical nature of mail. In recent surveys 60% of respondents said this effect left a more lasting mental impression on them, making it easier to recall later. 57% of respondents said that direct mail marketing makes them feel more valued and creates a more authentic relationship. Research shows that direct mail, when used in combination with digital, drives consumer-purchasing behavior. By 2020 almost 50% of consumers will have ad blockers on their email accounts. Instructor: Markes Lucius, Manager, Market Research, US Postal Service

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