Magazines sitting open on a table

It’s Not Just the Summer Weather – Direct Mail is HOT!

Almost 500 years after the end of the European Renaissance, direct mail is beginning its own Renaissance. Here is why we are seeing this revival: Forty-one percent of Americans look forward to receiving mail. Beyond that 31% used direct mail to make their most recent purchase decision. Due to this, 25% of marketers planned to raise their direct to consumer mail budget last year to account for the uptick in interest and results. We understand that “direct mail” is a very broad term. It is helpful to note that direct mail is more than just catalogs. We are seeing many types of print formats as well as a variety of specifications and volumes. These pieces complement traditional catalogs. View below more detail on the various types of mail that is sent directly to customers. These are hot right now, so you can make an informed decision as to what best suits your marketing needs.

Funded Direct Mail

Definition: Conventional direct mail without incurring the upfront capital investment. Why It’s Hot: The use of mailing directly is predicted to more than double this year. Funding accelerates your growth and profitability without the costs associated with a traditional direct to consumer mail plan. More specifically, you pay a fixed amount per customer while taking minimal risk and it frees up spend for other channels.

Programmatic

Definition: Allows brands to send triggered or automated direct to consumer mail to website visitors. Why It’s Hot: Fifty-seven percent of marketers reported that direct to consumer mail contributed a 12% increase in response rates to multichannel campaigns. By mailing directly to online shoppers, a programmatic strategy puts your brand in front of the prospect or customer multiple times for a more manageable cost.

Campaign-Based Direct Mail

Definition: Directly mailing campaigns yields a high ROI, and work even more effectively when tied to a specific event or holiday (i.e., Valentine’s Day, Fourth of July, Mother’s Day, Store Opening, Anniversary, Birthday) Why It’s Hot: Campaign-based directly sent mail promotes testing at a low, all-inclusive per piece price. More specifically, it allows a brand to pivot quickly in terms of format, layout and creative if the response rate is favorable or unfavorable. In these changing times, this is a viable strategy.

Insert Media 

Definition: A pre-printed advertisement that usually features a special offer. Hundreds of brands use inserts to acquire new customers across a wide range of demographic and lifestyle segments. Insert media delivers numerous new customers at a low cost and with significant reach. Why It’s Hot: Insert Media is a cost-effective, reliable and revenue generating solution for brands. More specifically, it is targetable and measurable, drives cross-channel results, offers category exclusivity, and serves as a brand endorsement. From catalog blow-ins, package inserts, shared mail, onserts, and single-sheet inserts, to statement inserts, Insert Media is turnkey with us. What’s more: Insert Media is not affected by the postage rate increases. We understand that there is “no one size fits all” when it comes to your brand’s marketing strategy. We are here to help you determine the right direct to consumer mail “fit” to further elevate your plan and join the Renaissance happening now. In the meantime, you might be wondering: “What about all the news on the USPS rate increase that I’m reading?” We have you covered. Next week, we’ll be sharing all that you need to know about these upcoming changes and our recommendations for your continued success. Sources include Oxford Languages, Plumb Marketing, Pebble Post, and Marketing Chart.
Compliance,Rules,Law,Regulation,Policy,Business,Technology,Concept.

Data Compliance: How to be a Smart Marketer in 2021

While the U.S. does not have one federal law that regulates the protection of personally identifiable information (PII), PII is protected by several sector-specific laws. The major players are the Federal Trade Commission Act (FTC Act), the Telephone Consumer Protection Act (TCPA), the Children’s Online Privacy Protection Act (COPPA), the Fair Credit Reporting Act (FCRA), and the EU’s General Data Protection Regulation (GDPR). These are just some examples of laws that apply to customer protection, financial institutions, telemarketing, commercial emails, and European markets.

While there is much to consider, businesses in the U.S. can be data compliant by fulfilling the requirements of the GDPR, understanding state-specific regulations, creating a comprehensive and detailed privacy policy, and employing data encryption and security. Please find more detail on how to be a “smart marketer” below (including bonus tips!).

Generation Z

Keep an Eye on Generation Z

A recently released study of over 2,500 students from the University of Mississippi and Purdue University, conducted by MNI Targeted Media, reveals insightful nuggets about both the purchasing behaviors and media consumption habits of the post-millennial generation better known as Generation Z. Advertisers should pay close attention to this group, born between 1995 and 2012, that’s currently a quarter of the U.S. population and is expected to account for 40% of all consumers by 2020.

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Top 10 Takeaways from NEMOA’s Spring Summit

NEMOA, the National Etailing and Mailing Organization of America, brought together hundreds of e-commerce and direct marketing professionals from a wide variety of backgrounds for its annual Spring Summit in Boston last week. Media Horizons was pleased attend the conference as a gold sponsor.

A plethora of ideas were shared and discussed by many thought leaders.

Here are our Top 10 Takeaways from the Spring Summit:

Woman reading magazine.

Casper Launches a… Magazine?

It’s no secret that magazines and print advertising have been in a state of consolidation.

Jann Wenner just sold a controlling interest in Rolling Stone.  Rodale was acquired by Hearst and Time Inc. was purchased by Meredith, with downsizing likely after both transactions close.  And some of the best-known magazines around, including Gourmet, Ladies’ Home Journal, and Life have ceased printing altogether or been significantly refocused.

However, there are signs of life.

2017

5 Marketing Predictions for 2017

With the arrival of 2017, we look back and reflect on some of the defining marketing trends and media habits throughout the past year. While we saw a surge in influencer marketing, a shift in the landscape of streaming video consumption, and proof that consumers’ continue to place their trust in traditional media, one thing’s for sure: the marketing landscape is ever-changing.

But what strategies and tactics will influence marketing in 2017? A number of Media Horizons’ thought leaders share their perspective on what’s in store for brands and marketers in the year ahead.

subscription box

Subscription Box Industry Presents an Opportunity for Advertisers

Flashback to a decade ago and the term “subscription box” was essentially non-existent. At a time when the majority of retail existed through local brick-and-mortar stores and home delivery from postal-mailed catalogs, the explosion of online shopping has since transformed the industry, giving way to entirely new retail sub-industries, including the rapid emergence of the subscription box industry.

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5 Tactics That Will Transform Retail in 2016

Something happened this past holiday season that retailers have never seen before. Consumers retreated in record numbers from stores and malls to shop online from the comfort of their home – and retailers took notice.

For the first time in history, online sales outpaced in-stores sales. Take a look at the stats: Cyber Monday was the biggest day in U.S. online shopping ever; e-commerce revenues were up 16.4% from 2014. Conversely, brick-and-mortar sales decreased 10.4% from 2014, according to ShopperTrak.