News Byte: Donahoe Tells Mailers to Think Digital
Donahoe does digital.
In an address today to a meeting of the Postal Customer Council in Minneapolis, MN, Postmaster General Patrick Donahoe said that the power of direct mail will not waver if it's comingled with digital marketing appeals.
“Any company that needs to reach and retain customers should be using mail,” Donahoe told the group assembled for National PCC Week. “The more we can bring the mail and the digital experience together, the more opportunities we create for people to buy your product, or donate to your cause, or enhance your message.”
In urging mailers to make direct mail more relevant, actionable, functional, and creative, he put forth four suggestions:
- Create pieces that allow for interaction with mobile devices
- Increase the use of personalization
- Use scannable technology to increase transaction speed via mailers and catalogs
- Ramp up the color and vibrancy of mailings
National PCC Week is an annual event that brings together thousands of mailers, industry partners, and customers.