Right now the industry faces challenges such as ongoing COVID restrictions, economic shifts and resource shortages. But as we all have learned, challenges can lead to creativity, so having the chance to share ideas and tactics is more important than ever.

At locr, we have seen exciting creativity -- and excellent business opportunity for printers -- with the increased use of direct mail. With people stuck at home during the lockdown, and more people working from home, consumers are spending more time on their screens. The digital overload is causing many marketers to turn to direct mail.

Mail Matters More Than Ever

Physical mail provides a break from the screen. It can be touched, providing a more engaging experience. Many marketers found it an effective tool resulting in significantly increased response rates.

Today's direct mail requirements are different from direct mail of the past. Right now, it is essential to create direct mail campaigns that address the specific needs of your future customer as directly as possible and immediately capture their attention. Personalization is the key.

The Power of Geomarketing

Geomarketing, which includes highly personalized maps and various GEOservices, provides an easy, cost-effective way to incorporate that personalization in your direct mail campaign. Proximity and accessibility are important factors in direct mail and can reveal areas with the highest potential.

locr GEOanalytics allows printers to segment target audiences by exact distances or travel time, which is a lot more precise than basing segmentation only on ZIP codes. In addition, GEOanalytics makes it possible to filter out incorrect or doubled addresses. And the technology lets you target your campaign to very specific groups, resulting in higher response rates and more sustainable, cost-efficient campaigns.

locr empowers smarter direct mail by providing personalized maps, giving each recipient an image of the shortest or quickest route to the sender's business. For recipients, recognizing a home location and familiar neighborhood landmarks catches their attention and illustrates how close and accessible the promoted services are to them.

If you want to find out more, we have our eBook "The Way Forward for Personalization" with an introduction about geomarketing for you.