Is more information truly more effective? When it comes to direct mail, the answer is yes.
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Today consumers and business decision-makers demand a greater level of personalization than ever before. According to MarketSherpa, 69% of people state that they would exchange their data for better, more personalized service. Furthermore, a study J&C conducted in the first quarter of 2013 indicated that 2 out of 3 consumers prefer personalized communications to mass, non-customized communications.
In today’s changing marketing world, agencies are expected to be leaders in new media, new channels and ways to optimize marketing programs. That means marketers are demanding more out of their agencies.
Direct mail should be considered an essential part of an integrated marketing strategy. It delivers the high level of personalization today’s customers demand, it provides proven response triggers that drive the target into action and it’s the right media to tell an information-rich story in a compelling way.