Direct Mail Experts Answer Customer Questions

As a leader in the direct mail marketing-automation world, PFL hears a lot from our customers. We hear the good, the bad, we get suggestions, and we get new ideas. But, most of all, because we are experts in the field, we are asked a great many questions. Of all the questions, these are the three we get asked the most, according to PFL’s customer-experience experts:

“How do I reach people?”
“How can I prepare for a cookieless future?”
“How do I know what to send to create an impactful experience?”

How Do I Reach People?

“One of the questions I hear most is, ‘How do I reach people?’, said Jordan Skovron, VP of customer success, during a recent webinar. “Well, whether you’re operating in the B2B or B2C space, there are a few tactics that can be deployed. The first is to geolocate based on IP address and append a contact’s physical address. This allows you to track anonymous visitors and match their IP to a physical address. Additionally, you could set a radius around a geolocation and append residential addresses through third-party data.

How Can I Prepare for a Cookieless Future?

Skovron said that question number two from customers is often: “How can we prepare for a cookieless future?” She explained that talk of a cookieless future is really about the end of third-party data. This means that first-party data collection becomes key. “A great way to collect this data is through tactics such as offering interactive content or helpful materials for free in exchange for people’s data,” she said. “Great examples of this include digital quizzes, assessments, interactive infographics, e-books and the like.”

Another great opportunity for the collection of first-party data, Skovron pointed out, is through the onboarding process. Alignment between the sales, marketing, and customer success teams is key to ensuring the collection of relevant data that can be leveraged cross-departmentally.