VDP Supplement: Keeping Mail Relevant
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Erik Cagle
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The keynote will be broken into four segments: Relevancy of mail, what customers do with mail, “intelligent mail” barcode tech- nology and address management service products.
Relevancy of Mail
“If consumers don’t find relevancy in the mail that they receive, they have a tendency of discarding it,” Mastervich says. “So we have to make sure that we’re sending the right message to the right people at the right time. Then it becomes relevant to consumers, and that will help grow the direct mail medium. If we don’t do that, we’ll become like other mass marketers and become ignored.”
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Erik Cagle
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