One way to capture information is through leveraging the Call-to-Action (CTA) and the offer that will appear on the mail piece to direct the consumer to transact in a meaningful way. The CTA is the desired end goal, like “Shop with Savings” or “Call Today!” whereas the offer lends itself to the hook or rather, the tracking component in your direct mail piece.

The most successful marketing campaigns utilize data to nail the audience, the offer and the timing. But too often marketers rely on static “facts”. This person is a parent. This person has a child. We’re talking about trigger marketing programs.

Consumer buying habits have drastically changed more this year than in recent history – not only in what they buy, but how. Brands who are looking to find a new way to engage consumers need to consider launching or revisiting direct mail as a part of that strategy.