Forrester-PFL Research Report: Direct Mail for the Digital Age
Personalized, targeted, and orchestrated direct mail experiences help marketers overcome digital fatigue and forge deep customer engagement.
Direct Mail for the Digital Age
PFL commissioned Forrester Consulting to learn what marketing leaders are thinking about direct mail. Today, marketers’ overuse of digital touchpoints, including emails, have trained B2B buyers to duck and cover when marketers reach out, rather than lean in and engage. This in-depth report makes is clear that blending the engagement of direct mail with the measurability and orchestration of digital tactics can help brands stand out from “the sea of sameness.”
Thinking About Direct Mail?
PFL commissioned Forrester Consulting to learn what marketing leaders are thinking about direct mail. Today, marketers’ overuse of digital touchpoints, including emails, have trained B2B buyers to duck and cover when marketers reach out, rather than lean in and engage. This in-depth report makes is clear that blending the engagement of direct mail with the measurability and orchestration of digital tactics can help brands stand out from “the sea of sameness.”
Presenting Speakers
Thinking About Direct Mail?
PFL commissioned Forrester Consulting to learn what marketing leaders are thinking about direct mail. Today, marketers’ overuse of digital touchpoints, including emails, have trained B2B buyers to duck and cover when marketers reach out, rather than lean in and engage. This in-depth report makes is clear that blending the engagement of direct mail with the measurability and orchestration of digital tactics can help brands stand out from “the sea of sameness.”
Key Findings
Digital fatigue drives marketers to increase spend on direct mail.
Strategies must evolve with the channel.
Personalization is a critical component of modern direct mail.
Direct Mail Drives Customer Engagement Across the Buyer Journey
This PFL-commissioned Forrester study, published in April 2022, concluded that marketing leaders who adopt direct mail as part of an omnichannel strategy are more successful at building brand affinity and more a profitable business. Marketing, sales, and customer experience all benefit from this strategy.
