In an article published on Chain Store Age Magazine, available here, we spoke about the ongoing shift from direct mail to digital forms of 1-to-1 marketing, including email and social media. With the price of production and postage going up with no end in sight, digital marketing becomes ever more appealing from a cost perspective. However, merchants/marketers need to know that their direct mail strategy does need some tweaking to adapt to the digital world, especially around controlling the offer and more granular tracking that is required to map / tally results. Check out the full article here.
