RARC Report: Using Mail to Build Brands

The rise of digital advertising is disrupting the traditional brand marketing paradigm, and branding is now, more than ever, an omnichannel endeavor. While mail has historically been overlooked for brand building, two previous studies by the U.S. Postal Service Office of Inspector General (OIG) pointed to its potential effectiveness, particularly because of its lasting impression and ability to make an emotional connection with consumers.

Publication: 
RARC Report
Author: 
Office of Inspector General
Document Type: 
Research
Paywall: 
Free

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