Lewis just published an article in Total Retail on the power of Direct Mail as a marketing tool.
It begins like this:
Maybe you’ve heard Megan Brennan, the 74th Postmaster General of the U.S. Postal Service, discuss the agency’s efforts to modernize and meet the challenges of the 21st century. If you haven’t — and let’s face it, postal mail flies well below today’s tech-targeted radar — you might be surprised to learn that the Postal Service partnered with Amazon.com to deliver groceries in San Francisco, built an augmented reality app to enhance what’s in your mailbox, and created an online hub that allows customers to give their carrier specific delivery instructions. In other words, neither rain, nor sleet nor technological disruption will interfere with the mail, and that’s good news because as Brennan put it, direct mail is “the most direct pipeline to the consumer.”
The question is: What can retailers do to make sure they’re capitalizing on this new, tech-spirited innovation at the Postal Service and lead the charge to marry digital technology with direct mail?
Read the article to find out more.