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Contact Quality News > Direct Marketing

Reviewing the multichannel marketing strategy


One of the great things about direct marketing is the range of choices that businesses and non-profits have in communicating with their customers.

Direct mail may be the best option for reaching a certain group in your client pool, while others on the list may prefer digital formats. USPS has been working to get companies to use more mail-based marketing tactics by giving companies a 3 percent discount when they add QR codes to their envelopes, Amanda Green writes in an article for Direct Marketing News

Greene summarizes some of the ways marketers have used digital and traditional formats to increase brand awareness and boost profits, and how they have responded to efforts by USPS. She points to a project by the Saks Fifth Avenue Off 5TH outlet that involved putting QR codes on employee lanyards and in a nine-page mailer. The company's vice president of marketing, Amber Cacali, told Greene that because consumers have such varied methods of getting information, it's necessary to use an integrated, multichannel approach.

"I can't say that the USPS incentives themselves will drive marketers to use direct mail," Cacali noted.

What is certain, however, is that no matter what channel you choose to communicate with clients, it's necessary to have accurate information on how to reach them. A contact data quality solution can help businesses maintain a list of the most up-to-date addresses, phone numbers and other details needed to keep track of clients.


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