In this episode, Keith Goodman, a direct mail marketing expert, discusses the resurgence of direct mail marketing across various industries, especially in education. Keith highlights direct mail's targeted approach, allowing for personalized messaging to different audiences, a significant advantage over digital ads' broad reach. He explains how direct mail utilizes detailed demographic and psychographic data, such as household composition, interests, and behaviors, to create highly effective campaigns. The discussion covers how colleges leverage direct mail for marketing programs like summer classes to parents of high school students and unique certificate programs. Keith shares insights on utilizing data like drive time, proximity, and specific interests to enhance targeting. Additionally, we explore how direct mail complements digital marketing efforts, attributing and measuring success, and the importance of continuous testing to improve campaign performance.
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