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How Smart Marketers Drive Growth Before Peak Shopping Season

by DataDirect MailMarketing StrategyOffline Strategy

The second half of the year is when many brands make—or miss—their numbers.

From Back-to-School and Labor Day through Halloween, Thanksgiving, Christmas, and New Year’s, consumers are actively researching, comparing and planning purchases. The marketers that win aren’t the ones that show up first during Black Friday week, they’re the ones that influence buying decisions long before a purchase is made.

That’s where catalogs and direct mail create a competitive advantage.

Reach customers before Black Friday

An oversight that brands may make is treating catalogs as a holiday tactic rather than a second-half growth strategy.

Labor Day, Back-to-School, and Halloween campaigns provide valuable opportunities to influence customer behavior before peak shopping season begins. By the time Thanksgiving arrives, many consumers have already started researching products, building shopping lists, and narrowing their options.

A well-timed catalog helps brands stay visible during the planning phase, not just the purchasing phase.

Make digital work harder

The strongest seasonal campaigns are not built around a single channel. They connect multiple channels to create a consistent customer experience.

Catalogs help facilitate an integrated shopping experience by driving traffic online through QR codes, personalized URLs and promotional offers. When customers receive your catalog, they’re more likely to notice your email, engage with your digital advertising or visit your website.

Balance acquisition with reactivation

The second half of the year isn’t just about finding new customers, it’s also an opportunity to reconnect with existing ones or lapsed buyers.

Seasonal catalogs help re-engage inactive buyers, remind customers why they love your brand, and showcase new products, offers and categories. For many marketers, some of the most efficient growth opportunities come from customers who already know and trust them.

Drive discovery through storytelling

The best catalogs do more than showcase products, they create shopping experiences.

Unlike many digital ads that focus on a single offer, catalogs give brands space to tell a story, highlight seasonal trends and help consumers discover products they weren’t actively searching for. That’s especially valuable during gift-giving seasons, when shoppers are looking for ideas and inspiration as much as specific products.

The time to plan (and test) is now

Successful seasonal programs don’t happen at the last minute. The brands that consistently outperform their competitors use the second half of the year to test audiences, offers, creative approaches, and merchandising strategies.

Those insights not only drive results today, they create a stronger foundation for next year’s growth.

The bottom line

Catalogs and direct mail aren’t just seasonal marketing tactics, they’re growth tools. When used strategically, they can help brands reach customers earlier, strengthen omnichannel performance, and maximize results during the most important selling season of the year.

Let’s have a conversation about your marketing strategy for the remainder of 2026.

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Postage Increases Don’t Have to Mean Less Mail – They Demand Smarter Strategy

by DataDirect MailMarketing StrategyNewsOffline StrategyUSPS

Postage increases continue to change the economics of direct mail, but more importantly, they are reshaping how direct mail is designed and executed. The latest changes, including increases to letter rates and the sunset of the Catalog Insights Promotion, are prompting marketers to take a closer look at format, structure, and overall program efficiency.

Rather than pulling back, the most forward-thinking brands are adapting. They are rethinking how to deliver the same level of impact such as brand storytelling, product visibility, and customer engagement within a more optimized cost structure. That shift is driving smarter decisions around format, design, and ultimately, the role that paper plays in the overall experience.

From Cost Pressure to Smarter Format Strategy

As postage economics evolve, many brands are reevaluating format choices. In some cases, that means reducing flat-sized catalogs. In others, it means re-engineering them. Think: transitioning into more efficient formats such as slim-jims, self-mailers, or compact booklet-style mailings that qualify for letter rates.

Brands can still rely on direct mail to tell stories, showcase products, and create tangible brand experiences. That doesn’t change. What does change is how those experiences are delivered in a more cost-effective way.

And this is where the paper conversation becomes critical.

Why Paper Strategy Matters More Than Ever

Many of today’s catalog-like letter formats still depend on coated freesheet to deliver the visual quality, color fidelity, and brand presence marketers expect. In a smaller format, the role of the paper becomes even more important because it must do more, in less space.

This creates a more nuanced demand dynamic:

  • – Traditional large-format catalog volume may face pressure
  • – Smaller, more targeted coated applications may grow
  • – Overall demand becomes more dependent on format mix and program design

In other words, postage increases don’t just reduce demand, they redistribute it.

Turning Pressure Into Opportunity

This is where a more strategic approach can make a measurable difference.

Postage should not be viewed as a fixed cost to absorb, but as a lever that informs how campaigns are built. From format and paper selection to targeting and frequency, the right decisions can offset increased costs while preserving, or even enhancing, performance.

At MH, we work with clients to navigate this intersection. Together, we:

  • – Evaluate where format shifts can drive efficiency without sacrificing impact
  • – Align paper selection with both brand goals and postal requirements
  • – Optimize programs to maximize ROI per piece in a rising cost environment

The goal is not to eliminate print or reduce presence, it’s to make every piece work harder.

The Bottom Line

Postage increases are not new, but the way brands respond to them is evolving.

The most successful marketers are not pulling back. They are becoming more intentional, rethinking formats, refining execution, and leveraging smarter paper strategies to maintain both efficiency and experience.

…Because direct mail remains one of the most powerful channels available, and with the right approach, it can continue to deliver, regardless of where postage goes next.

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Direct Mail Is Not Just Marketing, It’s Part of the Brand Experience

by DataDigital MarketingDirect MailMarketing Strategy

Over the years, direct mail has often been viewed as a promotional tool – a vehicle for discounts and short-term response. However, it is a far more powerful medium. Today, direct mail is not just a tactic; it is an extension of the brand experience itself AND it’s measurable. 

The brands that outperform in today’s crowded marketplace understand a simple truth: how a brand shows up matters. When executed strategically, physical mail creates a sensory, memorable interaction that digital channels often struggle to replicate. In fact, brands that create stronger physical experiences often see stronger engagement, higher repeat purchase behavior, and improved long-term customer value.

Unlike digital impressions that are easily skipped, deleted, or forgotten, direct mail commands attention. It lives in the recipient’s hands. It engages multiple senses. It invites interaction. And in doing so, it creates something far more valuable than a click, it creates a feeling. 

That feeling is where brand equity is built.

The strongest direct mail programs move beyond discounts. Every element – from format and materials; to timing and personalization – works together to reinforce perception and create a more meaningful interaction. 

This is where direct mail shifts from a simple tactic to a storytelling channel. A well-executed piece can show quality, build trust and create emotional connection before a purchase even happens, and reinforces consistency across the broader marketing ecosystem. Most importantly, by creating this synergy, response lift increases.

The most successful programs bring together four key elements:

  • Strategic targeting: Leveraging data to reach the right audience with relevance and precision (and analyzing campaign performance) to maximize growth
  • Experience-driven creative: Designing mail that reflects the brand’s voice, values, and positioning, not just the offer
  • Measurable performance: Integrating tracking, attribution, and testing to drive insight and ROI
  • Operational excellence: Ensuring seamless execution from inception and production through delivery, identifying efficiencies, and optimizations along the way

Physical mail arrives with intention. It feels curated. It signals effort. And that perception alone elevates the brand behind it. In a crowded digital environment, direct mail has become one of the few channels capable of driving both measurable performance and meaningful brand connection.

The brands that win are not just marketing to their customers, they are creating measurable moments that increase engagement. Arguably, there is nothing more important for a brand in today’s marketplace than customer loyalty, especially when considering Customer Acquisition Cost (CAC). 

Direct mail, when done right, is one of the most powerful ways to make that moment matter.

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Why It’s Important to Test Different Direct Mail Formats Part II

by DataDigital MarketingDirect MailMarketing StrategyMarketing TrendsNewsOffline Strategy

Two weeks ago, we shared a couple of reasons why it is so important to test direct mail formats. Guess what? There are even more reasons! Continuing onwards… 

Reason #3: You can achieve different marketing goals.  

Recently, we discussed how various formats resonate with different consumers. It’s also important to be mindful of your marketing goals. Direct mail helps facilitate customer acquisition, retention, market research, and increases response rates. If your marketing goal is… 

Customer acquisition:

POSTCARDS are a cost-effective way to reach a vast audience quickly. They are attention grabbing due to their size and ideal for promotions and offers.  

PERSONALIZED LETTERS facilitate a more personal connection. You will not only connect with the customer, but these are an effective way to show / explain complex offers (products or services) in more detail.  

CATALOGS showcase a wide range of products and services while personalizing and targeting your audience. Essentially, catalogs hit what postcards and letters do, and more!  

Customer retention:

SPECIAL OFFERS make a difference. Whether you use a postcard or a letter, it is important to create exclusivity with special discounts, early access (sneak peek or VIP access), limited-time promotions, and milestone celebrations.  

NEWSLETTERS serve as consistent touch points; they will help you to stay top-of-mind with customers.  

PACKAGE INSERTS pique interest. Whether you include a ‘thank you’ from your CEO or Founder, or offer a small gift or discount, this will show your customer you value their business.  

EXCLUSIVE LOYALTY PROGRAM MAILERS highlight the benefits of your loyalty program and encourage participation (Guess what? We can help you with this! Reach out here).  

Market research:

SELF-MAILERS can help. Combine a brochure / leaflet format with mailing information.  

EVERY DOOR DIRECT MAIL (EDDM) is an efficient option that delivers mail to every address on the carrier route, without requiring individual addresses. (Plus, there is a reduction in postage!). 

PERSONALIZED LETTERS allow you to connect with customers via a unique letter, and drive to your website – facilitating a multi-channel connection – with an incentive to complete a customer satisfaction survey.    

Increased response rates:

LETTERS IN ENVELOPES drive interest. The curiosity or perceived importance of a letter in an envelope can lead to a higher engagement and response rate.  

POSTCARDS are useful for grabbing attention and are an excellent format to test out different creative and offers.  

Reason #4: You can make branding (or re-branding!) a priority. 

Direct mail can increase recognition and visibility of the brand to a specific audience.  

From tangibility to creative messaging and personalization, this is a powerful channel for branding. With direct mail, you can offer consistent messaging that reinforces brand identity and helps to establish trust with consumers.  

Reason #5: You can optimize your multi-channel approach.  

Direct mail can complement digital marketing efforts, creating a cohesive and seamless brand experience across platforms. For example, sending a direct mail piece can encourage recipients to visit a website or engage on social media. Up for going one step further? Change up your formats to test performance – whether it’s different physical formats or new digital platforms, testing is always recommended.  

In fact, testing different formats – for both digital and offline marketing – can lead to cost-savings, further reach, new customers and more.  

If you’re not sold on why direct mail is worth testing, reach out and let’s have a conversation! If you are sold, what are you going to send?  

Source: OpenAI. (2025). ChatGPT (March 7 version) [Large language model] http://chat.openai.com/ch

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Why It’s Important to Test Different Direct Mail Formats Part I

by DataDigital MarketingDirect MailMarketing StrategyMarketing TrendsNewsOffline Strategy

Over the years, “direct mail” has become an umbrella term for any piece that’s in the mail. Did you know that there are endless possibilities of formats? That said, there are specific formats most effective for achieving different goals.  

With consumer behavior constantly changing; new audiences on the horizon; and the hot topic of attribution, there are so many reasons it’s important to test different direct mail formats. We promise (yes, promise!) that it’ll be worth it… and will ultimately help your bottom line.  

Here’s why you should test different formats…. 

Reason #1: You can reach different types of consumers & connect with them more effectively. 

___

Baby Boomers: Prefer Catalogs, Self Mailers, Shared Mail, Insert Media / Package Inserts 

Creative Tips:

  • Legibility: Use large, clear fonts and high contrast (e.g., dark text on light backgrounds). 
  • Simplicity: Organize information logically. While this generation likes information, you do not want it to be overwhelming.
  • Trust: Include testimonials, reviews, certifications or badges that build credibility. 
  • Call to Action (CTA): Firstly, make sure you have one! Secondly, make it prominent, clear, and actionable (e.g., “Call now!” or “Visit us online for more details”). 

___

Gen X: Prefer Personalized letters, brochures and newsletters featuring loyalty programs, interactive mail (QR codes / personalized links), mini catalogs. 

Creative Tips:

  • Straightforward & Direct Messaging: This generation values efficiency and transparency. Avoid unnecessary fluff or overcomplicated language. 
  • BeProfessional but Approachable: Gen X responds well to brands that appear reliable and trustworthy, yet personable and genuine. 
  • Clear and Actionable CTAs: Include a call to action that makes it easy to take the next step (e.g., “Call to schedule,” “Visit us online,” or “Shop now”). 
  • Tech-Friendly: Include digital components, like QR codes or personalized URLs, but make sure they’re easy to use and provide clear value. 

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Millennials: Prefer Postcards with Social Proof or User-Generated Content, interactive mail (QR codes / personalized links), mini catalogs or look books, event invitations (experience-focused), newsletters featuring content and offers. 

Creative Tips:

  • Minimalistic Design: Focus on clean lines, only delivering necessary information, imagery and creative elements for necessity with ample white space, and modern typography. 
  • Visual Appeal: Drawn to eye-catching, high-quality imagery that feel authentic. 
  • Mobile-Friendliness: If incorporating QR codes or personalized links, ensure the digital experience is mobile-optimized. 
  • Sustainability: Highlight any eco-conscious initiatives your brand is involved in, as Millennials often prefer brands that are environmentally responsible. 

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Gen Z: Prefer Interactive Mail (QR Codes, Augmented Reality, Personalized URLs), Eco-Friendly and Sustainable Direct Mail, postcards, event invitations (exclusive experiences and collaborations), Gamified Direct Mail (Scratch-Offs, Contests), Personalized Merchandise Offers (Customized Products), Limited Time Off and flash sales, User-Generated Content or Social Media Integration. 

Creative Tips:

  • Authenticity: Gen Z values honesty and authenticity in brands. Avoid overly polished or “salesy” language, and focus on being real. 
  • Visuals Matter: Use bold, high-quality visuals, and make sure the design is on-trend and aesthetically appealing.  
  • Mobile Optimization: Since Gen Z is heavily mobile-first, ensure any digital component (QR code, URL, AR experience) works smoothly on smartphones. 
  • Short & Sweet: Gen Z has a shorter attention span, so keep your messaging concise and impactful. A powerful message will resonate.   

Reason #2… You can capture consumers’ attention that are suffering from digital fatigue.  

From a lack of variety; to repetitive messaging; to disjointed creative; to poor targeting, digital fatigue is real! We don’t want you to be wasting any marketing dollars on ineffective campaigns. More than 60% of individuals are reportedly overwhelmed by digital marketing tactics.  

Mitigate digital fatigue with personalized content, variety in formats, a thoughtful contact strategy, audience segmentation, and opt-in capabilities.  

Forty-two percent of consumers recently reported an increased interest in direct mail and because of that, 75% of marketers have reallocated their marketing budget into direct mail.  

Switching up your mediums and formats (along with creative!) within channels is extremely important. Direct mail drives response because it’s different; because it’s personal; because it’s tangible… among many other reasons.  

In fact, we’ll take you through even more reasons next week about why it’s important to test different formats, especially in direct mail!

Source: Agility PR, OpenAI. (2025). ChatGPT (February 25 version) [Large language model] http://chat.openai.com/chat

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Who engages with Direct Mail today?

by DataDigital MarketingDirect MailMarketing StrategyMarketing TrendsNewsOffline Strategy

We recently came across an article from Forbes and this quote stood out to us: “As technology becomes more important, the more consumers will crave genuine human experiences.”

 

Enter: Direct Mail. A genuine, human experience.

 

Traditionally, direct mail has resonated with older demographics such as Baby Boomers and Gen X because they prefer tangible, physical forms of communication that they can hold and refer to whenever they want.

 

This channel also resonates with new movers or homeowners focused on home improvement, insurance offers or local services; it speaks to affluent audiences – it’s a medium that reflects a high level of quality, professionalism and exclusivity; consumers in rural areas also respond to direct mail. They may not be connected digitally in the way urban consumers are; they are more likely to engage with physical mail.

 

This is why direct mail is an effective channel, and necessary spoke in your omnichannel wheel. We could go on and on with the benefits of direct mail – reach loyal customers or target niche audiences – but what it comes down to is direct mail works now.

 

But, will it work for the future, and for whom?

 

Our answer is yes and you’ll never guess for whom. You may be surprised (hopefully excited!) to learn that Gen Z (typically born 1997-2012) will engage with direct mail. They are digital natives who are tech-savvy and therefore, interested in something different. That’s right, direct mail is new, fresh and different in the eyes of these consumers. As this generation enters the workforce, their purchasing power is growing rapidly, making them a key audience for direct marketers.

 

Additionally, it’s time to start thinking about Gen Alpha (born 2013 onwards). Known as “the first fully digital generation” they are highly connected and the most tech-integrated. Most important to them? Sustainability and climate change. As they come of age, they are bound to realize that doing things digitally is not always more sustainable, especially from a direct marketing perspective.

 

For direct mail best practices and how to optimize your direct marketing program, connect with us!

 

Source: Forbes, Media Tool, Chat GPT (Personal communication, January 2025)

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How to Kickstart Your Marketing Success in 2025

by DataDigital MarketingDirect MailMarketing StrategyMarketing TrendsNewsOffline Strategy

It’s incredible to think 2025 is ‘here.’ Looking back on this past year, it’s been a whirlwind! From many changes in the digital landscape such as AI, SEO opportunities, new video content and the further rise of influencer marketing to happenings on the print front – such as the USPS not increasing rates in January, the EUDR delaying one year and uncoated freesheet mills across the country increasing prices, our omnichannel landscape continues to transform by the day. 


Looking ahead to 2025, we’re excited to tackle the challenges that print and digital bring us – and we want you to feel that thrill as well. With budgets and priorities constantly changing, we understand that there are many marketing obstacles out there. To jump start the New Year, we thought it would be helpful to share our recommendations for next year.


Continue to Integrate Your Online & Offline Marketing Strategy

You must continue to prioritize the synergy of your media channels. Whether you’re in the mail, solely executing digital campaigns, or doing both (highly recommend!), it’s essential that your channels are speaking to each other… and your internal teams are as well! Messaging to the customer must be consistent. Additionally, stay on top of results so you can more easily shift spend and budget to different channels as performance adjusts and shopping behavior changes.


Prioritize High-Quality Content

It’s more important than ever to produce authentic and valuable content. In fact, it’s essential for capturing and retaining your customers’ attention. This will not only impact conversion but build loyalty as well. Keep content relatable and real, always, but especially in 2025!

 

Customer Experience (UX) is Key

“Seventy-five percent of consumers will spend more with brands that prioritize customer experience;” 50%+ consumers report switching to a competing brand after just one negative experience, or if the shopping experience doesn’t feel personal. Here’s how to keep experience positive: consistent messaging and offers across channels, creative that complements each other (channel-to-channel), loyalty programs, personalized direct mail and email, and more.


Spotlight is on First-Party Data

Since 2023, brands have been re-evaluating their reliance on cookies. In 2024, Google updated its Privacy Sandbox Strategy, which has greatly impacted marketers trying to track customer journeys and buying behavior. Therefore, marketers are forced to rely on first-party data collection, making it the most reputable and accurate source of information for their businesses. By focusing on the value of first-party data, brands are seeing improved customer insights; they’re privacy compliant; and they’re setting themselves up for future success in the digital landscape.


Gen Z Buying Power Continues to Increase

Gen Zers are tech-savvy, opinionated, value-focused and highly influential. We recommend incorporating social causes in marketing strategies; point to sustainability initiatives; and leverage influencers. By appealing to Gen Zers, brands will grow their business.  

 

We’re always interested in discussing our content! Please don’t hesitate to reach out to chat about your print marketing strategy (and how it’s working with your digital strategy) In the meantime, we’ll see you in 2025!

 

Sources: Media Tool, Chat GPT (Personal communication, December 2024)

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How GA4 can optimize your holiday marketing strategy

by DataDigital MarketingMarketing StrategyMarketing TrendsNews

It’s hard to believe that the holiday season is right around the corner. In fact, there are only 9 weeks until Christmas! As a direct response agency, we’re towards the end of planning for our offline clients. However, there’s still time for digital!

Whether you’re thinking about launching a test or sticking with tried & true channels that you know work for your brand, we’re excited that it’ll be the first holiday season with GA4. In fact, GA4 may be your secret weapon. Here are four benefits of GA4 that may help your holiday season be the most successful one yet.

More insights into the funnel

As we all know, a well-executed and focused marketing funnel helps brands serve relevant, meaningful, and actionable content at the right time – using the right channel. With GA4, brands have even more insights into the funnel.

A new aspect of GA4, Explorations, allow you to build custom funnel visualizations of the steps in your user’s journey on your website. The funnel exploration gives you insight into what paths are leading to abandonments in the conversion process, how to enhance your user experience and improve your conversion rate.

To put it into simpler terms, you can see when a customer viewed a product, added it to the cart and then made a purchase. It’s clearer than ever before! Inside scoop: In many cases, Universal Analytics (UA) relied on sampled data due to restrictions around hit limits. GA4 doesn’t have those same limitations and therefore, it is more reliable in terms of 100% real data.

Easier, stronger integrations

GA4 plays nice with other Google products! In fact, you can set up audiences in GA4 and then leverage them in Google Ads. Guess what? It’s even more simple to use Google Ads. By creating a link between GA4 and Google Ads, you can use your conversions from GA4 in your Google Ads account. Today, Google Ads can help drive qualified traffic to your site, augment engagement and increase in-store visits.

What’s more – GA4 offers free linking to BigQuery, which is raw GA data that’s used to run SQL queries. By having access to Big Query, you can build any logic in there. The truth is: the API from GA4 has its limitations like any complex system, so this is a feature that many GA users have been clamoring for. Additionally, GA4 users can also download historical data (UA), so they can look at YoY comparisons (keep in mind that UA will be shut down in a few months!).

Build audiences for better targeting

With GA4, the conditions and criteria that you can set up for audiences are limitless! Brands and marketers alike can get creative. By building audiences in this manner, your targeting can be much more powerful and effective.

By default, you will automatically have two audiences linked: all users and purchasers.  You can make additional audiences based on actions captured in GA4.  For example, users who have not converted, users with multiple purchases, high-value purchasers, users who abandoned at checkout, etc.  You have the power to set up audiences based on criteria that is important to your business.

Pro tip! Using the new predictive capabilities to build audiences is also an effective tool to refine your targeting strategy. You can create an audience of users with a high probability to convert by using a remarketing campaign. Or, you can focus on users who are likely to churn and target them with re-engagement campaigns that have personalized offers.

Consistency among devices

Now you can combine website and mobile app usage data in one GA4 property, allowing for more robust cross-device and cross-platform tracking. For example, marketers now have visibility into how many users start their experience on your mobile app and then switch to your website to complete their purchase. You can measure how your marketing channels perform across different platforms all on one platform: GA4.

We realize that the shift to GA4 was a big change. But do you remember when Google rolled out Universal Analytics in 2005? We do – it was stressful, and it took time for everyone to adapt. Change is difficult for all of us, whether there’s a lack of trust or time, the transition takes time. However, UA has officially stopped processing data. This is important: if you’re still connected to UA, the data is no longer accurate, and you’re measuring results incorrectly. Additionally, there are so many more insights to glean from GA4! Just ask us. Not only are we happy to share more benefits, but we can help organize your GA4 account, or transition you to the platform if you haven’t done so yet (we won’t tell anyone!).

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The difference between multi-channel and omnichannel (omni media)

by Content MarketingDataDigital MarketingDirect MailMarketing StrategyMarketing TrendsOffline Strategy

In our industry, we often find that “multi-channel” and “omnichannel” are not only used interchangeably but are perceived to be the same concept. From our perspective, that’s inaccurate. Yes, we said it!

What is multi-channel marketing?

This is when a brand is utilizing multiple independent channels to interact with its customers. Each channel operates independently. With multi-channel marketing, the brand is focused on providing customers with several different ways to engage with them.

What is omnichannel marketing?

This strategy takes a more integrated approach, aiming to provide customers with a seamless, consistent, and unified brand experience across all channels. With this strategy, customers can transition between digital and offline channels effortlessly – with their interactions and preferences being recognized and remembered. With a successful omnichannel strategy, channels are interconnected and share data and insights to deliver more personalized experiences. Think in terms of integrating online intent with offline channels such as direct mail.

Why omnichannel works:

While multi-channel marketing focuses on providing multiple independent channels for customer engagement, the actual customer experience may not be seamless or consistent across these channels. In fact, they’re often treated as entirely different campaigns or initiatives.

In contrast, an omnichannel strategy facilitates a fully integrated experience. The customer experiences all touch points in a cohesive manner – both offline and online – the creative format and content all flow together.

For example, a customer may begin their shopping journey by receiving a postcard in the mail, continue browsing on the website, and make a purchase in-store, with the brand maintaining a cohesive understanding of their preferences and history throughout. Because of this, a successful omnichannel strategy helps with attribution and thus, more effective marketing techniques to ultimately grow the brand.

How can you be more omnichannel-focused?

Align company goals

Talk to each other internally! Offline, digital, sales, and operations should all be working together. For example, the offline team is reading results from their campaigns while the digital team is doing the same – and they’re not syncing up external efforts (or even internal communications for reading results). Don’t fall into this habit!

Be aware of changing consumer behavior, and get more familiar with your audience

Consumer behavior is consistently changing – make sure you’re staying top-of-mind with your top spenders in terms of brand benefits (loyalty programs, offers) and mission.

Identify key channels and be strategic with them

Ensure you’re being consistent yet innovative across channels. This doesn’t mean serving all the same content – it means presenting cohesive messaging that is complimentary to the branding.

Did you know that “direct mail” is a channel? Make sure you’re not excluding offline channels. The more each channel “talks to each other,” the more successful your campaigns will be.

Integrate your tech stack

Remember that integrations are not one-size-fits-all. Take time to determine the most important tools for your brand and integrate them strategically.

This includes offline! The power of print is real; integrate online intent with direct mail.

Optimize social media

Don’t forget that social media can support your broader business goals such as attracting new customers, building brand loyalty, and promoting brand awareness.

We recommend thinking of an omnichannel approach as customer centric. An omnichannel strategy starts with the customer and ends with a purchase. In fact, it can start offline and end online; or vice-versa. It ensures a smooth, convenient, and unique shopping experience.

Omnichannel is a powerful strategy; in fact, we think it’s THE most powerful. Not only does it help provide a seamless and personalized experience across all channels (both offline and digital), but it can help brands differentiate themselves. Whether it’s building stronger relationships with its audience, figuring out a more effective way to spend your marketing dollars, or testing a new channel (offline or digital!), it will ultimately drive growth and profitability for a brand. Not convinced? Let’s discuss in more detail why omnichannel is the way forward! 

Senior,Female,Ceo,And,Multicultural,Business,People,Discussing,Company,Presentation

How to Add Innovation to Circulation Planning

by DataDirect MailMarketing StrategyMarketing TrendsOffline Strategy

As we know, direct mail works. It’s a proven strategy for acquiring new customers. In fact, 74% of marketers say direct mail delivers the best ROI of any channel (source: Lob). However, with today’s economic landscape, we understand that budgets are top-of-mind.

Tighter budgets mean working diligently to keep innovation in your print marketing campaign, which begins with circulation planning. Circulation planning has the power to help clients reach customers effectively, efficiently and strategically.

We thought it would be helpful to share a few approaches to consider.

  1. Back to Basics – As more data about your customers becomes available, selections can create more confusion than clarity. Take a step back and simplify selections. Some things to consider are:
    1. What are you looking for with the segmentation? Over-segmentation can impact the statistical significance of results and make future forecasting difficult—segment for a reason.
    2. How are priorities being assigned in your merge? Prospects should allow for random allocation of duplicates unless there is a specific reason not to do so.
    3. Are you accounting for list fatigue? Remember that even the best models can experience fatigue and diminishing results. Have a plan for resting lists and implement depth tests to have results before needing to increase quantities.
  2. Don’t Outsmart the Model – Although we may develop personas to understand how various markets are addressed, selection models are designed to find commonalities that we weren’t aware of. To do this, providing as much transactional history as possible is critical as is allowing the model to do its job without over applying what we think it should be returning.
  3. Know What the Models are Based On – While we are discussing the use of models, ensure you understand how the models are being built. Coming out of the pandemic, this distinction is critical. Is it looking at the same season in the prior year or the last three to six months? There could be a monumental difference in your outcome. Work closely with your modeling partner to avoid unexpected consequences.
  4. Use All Available Channels – There are more ways to speak to a customer (or potential customer) today than ever before – use them! Studies show that converting a prospect to a customer can take 20 or more touches, so use all the options available to integrate multiple touches (both offline and online), while taking care to create a cohesive and consistent customer experience across all channels (source: Comscore). 
  5. Remarket Prospects Who Raise Their Hand – Has a potential customer spent time on your website? There are programs that help you target this prospect that came in digitally with a piece of direct mail to increase conversion. These qualified prospects can prove valuable!
  6. Test, Test and Test Some More – This is often the first thing to be cut when budgets get tight, but finding opportunities to test campaigns, selections, messaging and formats is essential. Customers and the marketplace are continually changing, so don’t be afraid to repeat tests that have “failed” previously. From our perspective, one of the most dangerous thoughts in business can be: “We tried that before, and it didn’t work.” Clearly define the success parameters of a test and remember that they are not always the same.
  7. Don’t Sleep on Multibuyers – Unless you have only one source of names, you will have multibuyers. Make sure to use them! This may not seem “innovative,” but the effective use of these names is often overlooked. Even a brand with heavy seasonality can use these names to target customers out of season and improve their acquisition.

There’s never been a better time to invest in your circulation plan. A successful circulation that targets the right audience and hits a brand’s budget will ensure that campaigns deliver maximum revenue and improve lifetime value. Get started with an audit today.