Devyani Sadh

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

What's the future of marketing? What can you do with augmented reality in direct mail and print marketing? How do you optimize print, email and marketing automation strategies to engage customers?

Email marketers can realize double- to triple-digit lifts by implementing six strategies: multivariate testing, dynamic personalization, analytically driven personalization, social media integration, "email outcome integration" and email segmentation.

Las Vegas-based Caesars Entertainment Corporation may never say "Et tu, Brute?" to its data. Betrayal may never happen because the gambling empire exemplifies how direct marketers can grasp customers' multichannel touch points with predictive analytics and spin single views of the customers into gold, says Jeff Zabin, research director at Evanston, Ill.-based research firm Gleanster.

Personalized mail pieces take care of job No. 1: get attention. Even better? By using content that's relevant and unique to each prospect, that attention has a much better chance to turn into action than with the traditional direct mail piece.

In the world of database marketing, there's no such thing as too much data. However, on the mail piece, there certainly is—as prospects can suddenly turn unresponsive and uptight if they see too much familiarity in the mail piece.

It's no secret among direct marketers that direct mail has been having its struggles, with production and postage costs going up while response rates sink because of prospects becoming less consumerist than in any time in our recent history as a country.

More Blogs