Direct Mail Innovation & Presort Optimization
Webinar by Printing Impressions / In-plant Graphics and sponsored by Pitney Bowes. Webinar discusses the current state of direct mail, some emerging innovations and case studies. Something I found quite interesting is that the response rate on courtesy reply mail was higher than business reply mail. The reasoning behind BRM is that the recipient is more likely to respond when paid postage is not necessary. I would be curious if this is unique to the non-profit niche or if this is true across all verticals.
Webinar discusses innovations that bridge direct mail to mobile. Technologies include mobile barcodes (such as QR Codes), NFC and augmented reality. The webinar also demonstrates direct mail’s role in the cross-channel approach with a great case study of Chik-Fil-A which saw a ridiculous response rate due to the social shares in order to redeem the offer.
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