Pitney Bowes Releases Mailstream White Paper
STAMFORD, CT—September 27, 200—As consumers move their media choices to highly customized, one-to-one vehicles such as iPods, satellite radio and TiVO, marketers are challenged in managing multi-channel messaging opportunities. As spam is auto-dumped from personal computers, traditional mail has emerged as the most effective “first touch” in Customer Communications Management (CCM).
According to the Cable & Telecommunications Association, 70 percent of consumers today prefer to receive advertisements and promotions via the U.S. Mail. Letters including transactional mail constitute a $36 billion dollar industry in the U.S alone, and the entire global mailing industry—including shipping packages—tops off at $900 billion.
“Mailstream marketing is the fastest way to optimize both B2B and B2C customer communications management. Printed mail—postcards, letters, catalogues or brochures—are all catalysts to driving Web site traffic today. Mail continues to be a traditional medium that drives behavior in the digital world,” said John Schloff, Vice President of Marketing at Pitney Bowes Document Messaging Technologies. “The customer intelligence delivered throughout the mailstream is essential to marketers who are both optimizing their customer communication management, and also benchmarking their marketing performance.”
Customer communication management is core to effective one-to-one marketing with mixed media that merges digital and physical channels. Direct mail today is comprised of data-rich systems and processes that provide mailers with options for making their customer, production and channel intelligence more comprehensive and precise. Data integration can make each communication more relevant to customer needs. Relevance and accuracy are the result of combining data integration with name and address cleansing and standardization. Automated inserting, mailing and tracking technologies enable accuracy and higher efficiencies. When mail operations leverage communication intelligence across production and delivery channels, they are practicing mailstream marketing.
Brands that use the traditional mail channel have a particular sweet spot for highly personalized, relevant marketing to current clients. Financial statements, mortgage bills, credit card statements, insurance premiums, even drivers’ license renewal forms, all arrive directly through the consumer’s front door to deliver timely, useful information.