Retail | Harte Hanks

New Technology, traditional channels, and a national retail brand

Case Study

Challenge

Digital media makes headlines, but retail companies know direct mail still plays a vital role. Same as digital media, direct mail customers demand relevant, personalized messaging. The challenge for our national retail client was to highly personalize their direct mail without the extra cost or time constraints involved in producing and sending multiple versions of a DM piece.

Solution

Digital printing is the perfect blend of new technology and traditional media. Not only does it reduce time to market and maximize operational and postage savings, it allows for 1:1 direct mail customization—resulting in a 36% higher response rate at 54% lower cost.

Moving from the limited messaging of six versions to a piece with nearly 70,000 iterations proved a much deeper way to engage the client’s customers. All direct mail has since moved printing to our digital process, in a conversion realized within 8 months.

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