Direct Mail for the Digital Age - Forrester Research
Personalized, targeted, and orchestrated direct mail experiences help marketers overcome digital fatigue and forge deep customer engagement.
Forrester-PFL Research Report: Direct Mail for the Digital Age
Forrester Research Report
We recently partnered with 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 hybrid experiences that blend the engagement of direct mail with the measurability and orchestration of digital tactics help brands stand out from “the sea of sameness.”
Presenting Speakers
Forrester Research Report
We recently partnered with 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 hybrid experiences that blend the engagement of direct mail with the measurability and orchestration of digital tactics 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, “Hybrid Experiences Bring Direct Mail into The Digital Age,” 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.
