With the mail strike behind us let’s get beyond the propaganda that both sides gave the media.
Volumes may be down but the post is still the most trusted channel to send many marketing messages. The 10 billion pieces of admail and transactional mail sent in Canada last year are a testament to the effectiveness of mail marketing. Results are easily trackable and ROI is easily calculated.
Variable data printing offers even more flexibility for creating messages that speak directly to the recipient. Integrated campaigns using multiple channels are also worth testing: try some email and if it remains unopened, use paper to resend the message.