What is the outlook for holiday mailings this year?

By Larry Riggs

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What is the outlook for holiday mailings this year?

Our panel includes Leland Kroll of Kroll Direct Marketing Inc.; Stefanie Pont, of Pont Media Direct; Jay Schwedelson of Worldata and Herb Torgersen of DirectInnovations Inc. Would you like to be considered to be a member of our roundtable? Contact Larry Riggs (larry.riggs@penton.com).

Leland Kroll, president, Kroll Direct Marketing Inc.:

The outlook for holiday mailings this season will probably be marginal for mailers not able to “think outside the stamp.” It all depends upon how aggressive direct marketers are in testing new marketing concepts and channels leading up to the holiday season.

From a postal perspective, there have been a very limited number of new lists introduced to the marketplace. Consolidations continue and list universes are shrinking. Therefore, it is imperative for direct marketers to test a wide array of online secured files in order to evaluate their performance in advance of the holiday season. The online secured list universes continue to grow at a rapid pace, with daily and real-time data feeds being available. Additionally, unique self-reported information is often available that can’t be found or selected anywhere else!

Yes, with online data there will be duplication. Yes, there is much data floating around that’s being “recycled” and “repackaged” and yes, there are tremendous opportunities for astute direct marketers to capitalize on. Extensive amounts of research and testing of data needs to be conducted. The same business rules that we’ve been adhering to for decades still need to be implemented. Mobile marketing will continue to evolve and capture consumer’s attention and their wallets in a much bigger way. This is the time for multichannel marketing to advance and become integrated successfully on a daily basis.

Continues at: Broker Roundtable: Holiday 2011 Outlook.