Are you using your digital learnings to improve your direct mail strategy? In a column, “Utilize Digital Channels for Direct Mail that Resonates,” which appeared in the November 1, 2011 issue of Direct Marketing News, Karen Menachof, chief client officer at Catalyst, a Rochester, New York-based direct and digital marketing agency, explained how to apply search, personal URLS (PURLS) and website tagging to increase direct mail relevance and improve program performance.
“In the old days, you sent out a mailing and waited for the orders to roll in,” Menachof said. “Either they did or they didn’t. Testing was expensive, time-consuming and often beyond the reach of smaller marketers.
“Today, however, you have a constant, real-time, actionable feedback loop of online data that you can use to improve your offline programs,” she said. “If you’re not applying these learnings, you’re missing a great opportunity to integrate the two channels.”
Read the full column in Direct Marketing News at:
Utilize Digital Channels for Direct Mail that Resonates
Or view the PDF here:
About Catalyst
Catalyst (www.catalystinc.com) is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. The agency takes the guesswork out of marketing decisions by combining intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.
