Direct Mail in a Post-Pandemic World (piworld.com)
The opening session for the final day of the Virtual Inkjet Summit focused on direct mail, and what marketing will look like in a post-pandemic future. COVID-19 has reshaped how brands communicate with consumers in profound ways, and inkjet is, in many ways, perfectly positioned to be the technology that helps them reconnect in very personal, meaningful ways. Barb Pellow, manager, Pellow and Partners, sat down with Darrin Wilen, president of Wilen Direct, to discuss how the current climate has re-shaped business, and what that means for direct mail’s future, as well as the role inkjet will play. Pellow noted that one thing to keep in mind is that while some industries, such as travel, or membership mailings to local events or attractions, has dropped off dramatically over the past six months, the news isn’t all bad. In fact, some markets, such as health care, elder care services, personal care products, and educational products, among others, have actually see an increase in mailings.