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Table of Contents

Lead Story

Progress on the long road to faster payments

Patti Murphy

Direct mail dinosaur or diamond?


NEAA blends tradition, innovation

PCI SSC revises ecommerce guidance

CFPB regulates prepaid, Congress eyes CFPB

Arby's under the microscope after breach


Jeff Shavitz


The adjacent POS-sible

Dale S. Laszig
DSL Direct LLC


Street SmartsSM:
Rebranding as an equipment leasing professional

John Tucker
1st Capital Loans LLC

Secrets: A contemporary legal take

Adam Atlas
Attorney at Law

Looking ahead: Fintech in 2017

Don Bush
Kount Inc.

Company Profile

Prospay Inc

New Products

Gain, retain customers with real-time analytics

Retention Intelligence

Compliant, automated cash discounts at the POS



Letter from the editors

Readers Speak

Email prospecting tips that work

Resource Guide


A Bigger Thing

The Green Sheet Online Edition

February 27, 2017  •  Issue 17:02:02

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Direct mail dinosaur or diamond?

When was the last time you sent a mailer to your customers or prospects? In this age of social media marketing, Google ads, targeted text messages and apps galore, some folks have dropped direct mail as a marketing tool. After all, with today's technology providing ways to reach large numbers of potential customers for free, or almost free, isn't direct mail now a dinosaur?

According to Lewis Gersh, Chief Executive Officer of integrated marketing firm PebblePost, the answer is no. "Believe it or not, print as a medium is making a comeback, one that's becoming increasingly necessary for any digital marketing campaign." That's right. He said old-fashioned mail has a place in "digital" marketing.

Gersh cited research from that found almost two times as many respondents react positively to receiving mail than negatively. He added that direct mail, can also provide a personal touch other means cannot easily replicate.

"What marketers got away from in the rapid growth of the digital era is the need to serve the whole marketing breakfast ‒ i.e., the ability to understand who wants their eggs over easy and who opts for oatmeal," he wrote. "This means marketers need to bring their digital, data-driven approach to all marketing efforts, combining the best of digital with more traditional forms of advertising, like television, print, radio and direct mail."

Doing it right

For those seeking to meld direct mail into newer options, long-standing best practices for direct mail still apply. In Good Selling!TM: The Basics, Paul H. Green offered six tips to help folks do just that:

In an Aug. 4, 2015, article in Entrepreneur magazine, Mike Tinz stated the response rate for email is only 0.12 percent, while direct mail's is 3.4 percent, so it makes sense to integrate direct mail into digital marketing strategies. One way to do this is to digitize print efforts by using a QR code to direct customers to a landing page, social campaign or video, or embed traceable links that will allow your team to capture rich user information like location, demographics, referrals and conversions.

In marketing, as with many other endeavors, it pays to mix the old with the new.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | USAePay | Impact Paysystems | Board Studios