VP & Principal Analyst – Digital Marketing & Sales Effectiveness, Constellation Research
As customers and prospects continue to get bombarded by vendor emails and retargeted ads, open and click through rates are rapidly declining. In a sea of mass email, a well-designed and targeted direct mail campaign can help companies rise above the noise. A classic marketing concept, I’m not talking about the bulk mail of yesteryear sent to hundreds or thousands of people, but a targeted campaign that blends the physical with digital. This “nouveau” approach to direct mail incorporates the ability to leverage marketing automation technology to infuse digital elements to make it engaging and trackable.