What’s Working In Direct Mail? Physical Sending Campaigns Are Entering The Virtual World For Increased Flexibility & Customization

Although email is essential to successful marketing strategies, there’s no question it’s one of the most heavily trafficked, oversaturated channels. Due to its predisposition for content overload, B2B organizations are leveraging direct mail to incentivize further action with their brands.

With 21% of marketers prioritizing direct mail initiatives in 2022 — a marked increase from 2021’s 15% — the focus is on unlocking omnichannel personalization and standing out from the crowd. It’s not just about cutting through the digital noise, however, as direct mail also takes the forms of E-gifting and online marketplaces.

With nearly 50% of businesses indicating they intend to increase the frequency of their gift giving post-Covid-19, it’s time to examine the key tactics and strategies marketers are implementing to maximize their gifting efforts. Specific topics of discussion will include:

  • How marketers are creating sending campaigns that feature an online element to engage recipients digitally post-send;
  • The tactics and strategies marketers are implementing to generate relevant information on targets to provide them with attention-grabbing materials;
  • How to develop re-targeting campaigns that warm cold leads and generate better ROI;
  • The technologies and solutions practitioners are using to power their direct mail sends; and
  • How organizations are leveraging direct mail in their ABM campaigns to target prospects on all fronts.


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