United States Postal Service: Delivering maximum impact - how big data and omnichannel marketing work with direct mail
This article explains how big data can help marketers use direct mail more effectively as part of an omnichannel strategy.
Data is helping marketers understand who their customers really are, and many of them are now using some kind of big data solution to improve targeting.
Big data can be applied to direct mail to deliver offers targeted not just by location, but by things like interests, product usage and recent online or offline behaviour.
This kind of targeting helps brands build one-to-one relationships by engaging consumers' attention with relevant messages.