‘Tis the season to be integrated

The threat of ongoing postal strikes could not have come at a worse time as marketers begin their seasonal postal campaigns. Delayed post means unhappy customers, means campaigns deliver half the ROI they normally would. Businesses not only lose money, but they seriously damage their reputation with customers.

To keep customers happy and businesses in the black, marketers must re-evaluate their multi-channel marketing strategy to reach their customers in the best way possible. Outreach via email and telephone are good alternatives and a cost-effective way of contacting customers prior to direct mail going out.

The Royal Mail strikes are bad news, but it does give organisations the opportunity to run intelligently integrated marketing campaigns. There is no need to abandon postal campaigns but it is important to think about how else to target consumers at the same time.

Nick Martin,
UK MD
Acxiom

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