1/14/2024 0 Comments Lob direct mail![]() So, they look to implement intelligent direct mail into their strategies to connect with customers and inspire action. We see more marketers and brands understanding that. This is especially true as marketers determine how to best engage target audiences. Q: Where does Lob see this survey taking the future of branding/marketing?Ī: This report proves direct mail has a critical role to play. All while learning from those interactions. Plus, to connect with their customers on a deeply personalized level. ![]() Also, Lob empowers businesses to reach millions of homes and offices each day. ![]() By disrupting the old way of executing direct mail campaigns, Lob makes it a tech-enabled function for the modern marketer. Lob connects marketers’ digital and physical approaches and enables them to send millions of unique pieces of direct mail for one campaign within days – versus many months with traditional processes. It enables leading brands to personalize, analyze, and deliver an unmatched omnichannel experience to their audiences. Lob’s technology transforms snail mail into intelligent mail at scale. All mail sent through the platform is 100% carbon neutral across its entire lifecycle. This includes from creation, printing, postage, delivery, and sustainability with end-to-end analytics and campaign attribution. The platform automates the direct mail execution process for marketers, at any scale. Q: Tell us about Lob and what it is known for.Ī: Lob is the only direct mail automation platform for the digital age. This need to do this in a way that engages consumers at every stage of their journey with relevant content. Overall, the findings indicate brands and marketers need to evolve their customer acquisition and retention strategies from disconnected tactics to fine-tune their omnichannel approach. 73% have security concerns around opening emails from brands they don’t know. Furthermore, half of the respondents believe they receive too many emails. This further indicates the channel’s integral role in a successful omnichannel strategy. While it also proves its value throughout the entire customer journey.ĥ1% of consumers reported they sometimes or often share direct mail with friends and family. This indicates direct mail is critical to the acquisition and retention of customers. 66% said they are likely engaging with and acting on direct mail from brands they already have a relationship with. Half of the consumers surveyed report they are often introduced to new brands via direct mail. The report also revealed a strong consumer preference for receiving physical mail with many finding it to be an effective way to get to know, build relationships, and engage with brands. This ultimately drives revenue and increases ROI. Additionally, combining digital and physical channels, like sending an email campaign directly after a mail piece was delivered, can encourage consumers to engage with brands. This indicates consumers have a positive reaction to direct mail. The report found 85% of consumers regularly read direct mail received from brands either immediately, on the same day, or at a later time, with 62% reporting a direct mail piece has inspired them to take action. Q: What do the findings indicate?Ī: The findings in the State of Direct Mail Consumer Insights Report reveal intelligent direct mail that is connected, personalized, and measurable resonates with consumers – emphasizing the channel’s strategic value in the marketing mix. Additionally, for these marketers and brands to engage customers with intelligent direct mail. The survey was designed to provide invaluable insights for marketers and brands looking to stand out in the crowded market. For the State of Direct Mail Consumer Insights Report, Lob partnered with Comperemedia and interviewed 2,111 US consumers (aged 18+) to understand their usage of, attitude toward, and preferences around direct mail. Q&A with Ritu Kapoor, Lob, CMO Q: Can you tell us the background of this survey?Ī: As digital fatigue increases among consumers, it has become essential for marketers and brands to bolster their omnichannel strategy, combining digital and physical channels, to stand out in a noisy market, engage with consumers, and drive revenue growth and ROI.
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