House Releases Federal Privacy Draft Bill; See How You Can Help

On December 18th, the House Committee on Energy & Commerce released a bipartisan discussion draft on federal privacy regulations. The legislation would provide nationwide privacy laws for handling personal information and draw new safeguards for how companies can collect and use consumer data. The ACMA feels the remote sales community should openly welcome such legislation, as it will clarify federal expectations of our member companies and others while promoting healthy exchanges with your customers and especially prospects. Ultimately, there are provisions in this draft bill that will affect companies of all sizes, so it helps for you to express your opinion here. The key is to get involved early in this process so the right policy makers and decision makers are familiar with your company and views. Please also be sure to cc or bcc action@catalogmailers.org for any letters you send via email. We would advise against postal mail as it can take lengthy periods of time to get through security screening. As always, ACMA staff is happy to help our members. click Read More for important information
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Consumers Will Share Data For Retail Benefits: Study (Mediapost.com)

Consumers want personalized benefits, so much so that they’ll share some personal details to get them, according to the State of Consumer & Retailer Data Survey 2020, a study by data management company Stibo Systems. But only up to a point. Among shoppers, 49% will provide data to get loyalty program points. Yet only 23% will do so to receive weekly coupons. And a mere 11% will trade information for personalized product recommendations, location-based offers or streamlined in-store service.
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2020 Direct Mail Outlook Reveals Combining Print and Digital is Crucial (piworld.com)

For years now, the so-called common wisdom was that “print is dead” and electronic media will make applications, such as direct mail communications completely obsolete. But print is still very much a vibrant and exciting industry, and direct mail is making a comeback. “The direct mail space continues to evolve as marketers fall in love again with mail’s tangible, measurable attributes that provide a welcome distraction from screen-based ads and offers,” Jim Andersen, executive chairman of Chanhassen, Minn.-based IWCO Direct, notes. “Some are referring to it as the ‘tactile’ component of omnichannel marketing.” That tactile component is the key element that is swinging marketing back to the realm of print and direct mail, agrees Jessica Eng, VP of marketing for Alliance Franchise Brands Marketing & Print Div. She points out that direct mail and digital communications aren’t an all-or-nothing proposition.
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RRD Releases Five Trends that Will Define Marketing Strategies in 2020

From its own experience leading the marketing industry, RRD has honed in on five key trends that will be pivotal to marketers seeing success in 2020, including: Trend #1: From omnichannel to optichannel. For years, marketers have been working to consider every channel in order to be successful. While this may have been realistic a decade ago, the vast number of channels make it ineffective to activate campaigns across all these channels and mediums. In 2020, marketers will take a step back and adopt a more holistic approach, essentially ditching the omnichannel mindset in lieu of “optichannel,” which means making strategic decisions based on the brand promise, customer expectations, personal preferences, and the anticipated return on investment. Trend #2: The pop-up comeback. In an age where major retailers like Toys ‘R’ Us and Barneys are shutting their stores, these same brands are also making a return via the pop-up. These retailers are now hosting pop-up events aimed at creating unique and memorable consumer experiences. The goal of a retail pop-up store is to build brand interactions that make a lasting impression with customers. In 2020, marketers need to view experiences as the new form of brand promotion and engage consumers through immersive activations. Trend #3: Voice marketing finds its voice. While voice search and voice assistants were novel just a few years ago, they are on the cusp of becoming a household item. In fact, it’s expected that the base of installed smart speakers will reach 225 million units by 2020 and 30% of all web searches will be done without a screen. For marketers to get ahead in 2020, they need to define how voice marketing should be integrated into their overall marketing strategy. click read more below for the rest
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USPS Informed Delivery Can Be a Game-Changer for How Brands Use Direct Mail (piworld.com/Target Marketing)

Many people don’t know that USPS scans virtually every piece of mail it processes. Now that the USPS option that really took hold in 2017 is becoming even more popular, consumers know that they can sign up for Informed Delivery at USPS.com and receive a morning email with images of their incoming mail. Users can also view their daily mail on the Postal Service's mobile app or a personal online dashboard. Direct mail marketers can add digital “ride-along content” to the Informed Delivery stream that places their direct mail on top of the mail pile — and allow the targeted recipient to respond to your mailing online, even before it’s delivered. It's a boon to brands looking to improve lead generation efforts. Informed Delivery creates additional digital touchpoints and delivers direct mail quicker. Recipients don’t have to wait for the mail carrier to come to the door. The digital ride-along content is generally a static image that is placed directly below the scanned piece of mail.
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Want to Reach Baby Boomers? Print Is the Way — Plus, 4 Print Marketing Tips (telemarketingmag.com)

In a world that seems dominated by all things Millennial, Baby Boomers shouldn’t be disregarded as heavyweight consumers. This generational cohort represents 54% of American wealth by household. Plus, Boomers’ annual spend reaches more than $548 billion, outpacing members of Generation X by a whopping $200 billion. And you know what’s really interesting? Boomers are keeping print very much alive, because it’s their preferred method of media consumption — even though they aren’t ignoring technology. According to the Pew Research Center, print newspapers are still the second most popular way for adults 65-plus to consume their news, and research from Kantar indicates that skeptical adults tend to trust print more than other news sources. Marketers need to take notice of this, if they’re trying to woo the lucrative Boomer marketplace who are looking for trusted news and information sources. If you’re not considering a print ad buy in addition to your digital purchases, you’re missing out.
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How (And Why) Major Retailers Are Embracing Print Catalogs Again (pymnts.com)

The holiday season is the time for nostalgia and tradition, and that is the case here at PYMNTS, where even amid our coverage of the newest retail trends, we sometimes get the warm-and-fuzzies. It led us to wonder, going into the heart of the fourth quarter and then into 2020, about the status of that old standby, the retail catalog. Those old-fashioned methods of selling might have more life in the eCommerce age than many assume – thanks in large part, according to experts, to younger consumers’ desire for non-digital shopping experiences and the need for retailers to stand out from the pack. Whatever the reasons, catalogs have seen renewed life in this digital age, and will probably be a source of some innovation going forward into the new decade.
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Impact Acquires Twin Cities-Area Direct Marketing Company

Minneapolis-based Impact has acquired Plymouth, Minn.-based Infinity Direct in a strategic collaboration combining the talents and capabilities of two Twin Cities direct marketing companies. The collaboration allows key visionaries in direct marketing to grow the data analytics, multichannel direct marketing, fulfillment, and campaign management sides of both businesses. “Finding another agency that shares our values and passion was incredible. Together we will have a complete direct response offering. We look forward to integrating the agencies to provide additional value and strategic guidance to our clients,” says Chief Executive Officer Jake Bruhnding.
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Holiday Marketing Check List – Check It Twice!

The final push of the Holiday season is quickly approaching! Can you believe that Thanksgiving just under a week away?! By now, most of your Holiday catalogs are already at the printer and on their way to mailboxes, but that doesn’t mean you should be sitting back and waiting for the orders to roll in. For many retailers, this is the most significant time of year. Making sure that your channels are firing on all cylinders is essential in having a stellar season. In this article, I’ll provide my top 10 strategies that will help you cross the finish line this holiday season. Black Friday Arrives Early: 2. Consistency Across All Marketing Channels: 3. Promotions Are in Sync:
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The IKEA effect

The new IKEA print catalogue is hitting the stores this week, and with its fresh evidence for the huge value brands place on paper. But it’s not just the Swedish furniture giant that’s putting its trust in print. The first couple of weeks of September is a momentous time in the lives of millions of homeowners around the world. Whether they want to completely redesign their homes, installing new kitchens or bathrooms, or just want a few extra bits of storage, early September marks a new beginning thanks to the arrival of the print version of the world’s most popular catalogue. The moment the IKEA print catalogue drops in the furniture brand’s 424 stores across the world marks an annual triumph for print. You should know the figures by now: 180 million copies, 283 pages, 72 different versions, 29 different languages. IKEA understand that the catalogue is their single most important piece of marketing – that’s why they devote 70% of their marketing budget to it.
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