Wiland Blog

Direct mail remains a key piece of the multichannel marketing puzzle. A consistent driver of response and revenue, it’s a historically prevalent channel that many marketers are discovering—or rediscovering—today as digital fatigue rises and higher digital CPMs constrain marketing budgets.

But how can you optimize your marketing mix to capitalize on direct mail’s unique strengths and offset its costs—as it’s no secret that postage and printing prices continue to rise? Where is the channel heading moving forward and what will its most effective use cases be in the future?

Wiland recently sponsored the Winterberry Group research report Delivering Performance: Direct Mail in the United States 2023, which offers fresh perspectives from industry leaders on these questions and much more. To dive even further into the report’s timely findings, we recently assembled a panel of experts for a webinar to discuss the channel’s modern multichannel marketing role.

You can view this informative webinar below to hear from Bruce Biegel (Senior Managing Partner with Winterberry Group), Ray Van Iterson (Manager of Marketing Strategy with the United States Postal Service), and Wiland’s Jeff Liebrock (Division Vice President) and Roger Hiyama (Executive Vice President, Solutions and Innovation). You’ll learn about:

• Why savvy marketers are resolutely committed to the direct mail channel
  The panel discussed research that indicates the continued role of direct mail as the most reliable, predictable customer acquisition channel.
• Direct mail’s ideal role in a successful omnichannel marketing mix
  The group discussed how marketers can effectively use direct mail in conjunction with multiple digital channels. They stressed the importance of breaking down silos between direct mail, digital, and email teams.
• How direct mail continues to offer privacy-safe targeted marketing
  Complications arising from privacy issues that are impacting digital targeting have highlighted the sustainability and reliability of data-driven direct mail strategies.
• How new technology is making direct mail more nimble and flexible
  As direct mail grows more integrated with digital strategies, automated and activity-triggered programs often used in display and email marketing are becoming more commonly implemented in direct mail as well.
• How to reduce direct mail costs in order to drive better ROI
  Wiland’s Jeff Liebrock discussed how Wiland clients are partnering with us to optimize their mail files based on predictive consumer spending data—ensuring that their direct mail campaigns are reaching the people most likely to engage to maximize ROI.