Wellness Marketer - Q1 2021 by Conduit, Inc.

The

Extra Mile

HOW MARKETERS ARE CREATING THE PERFECT CUSTOMER EXPERIENCE

SPRING 2021 Marketing service trends that matter • How brand owners can engage in the new landscape

CREATING COMMUNITY FOR YOUR COMPANY THROUGH CUSTOM CONTENT

channeling content & connections contact us to discuss what a content platform can do for you

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TA B L E O F C O N T E N T S

WELLNESS MARKETER

4 14

MANAGING EDITOR Julie Shaffer EDITORIAL AND CREATIVE Conduit, Inc. www.conduit-inc.com

PUBLISHER’S NOTE

THE EXTRA MILE

S TAT S & I N S I G H T S

IN THE KNOW

Q & A W I T H S T E V E VA R G O

H E A LT H C O N S C I O U S

PRINTED BY Printed courtesy of Daily Printing, Inc. dailyprinting.com

SPRING 2021

P U B L I S H E R ’ S N OT E

Magically Yours I hope this finds you healthy, safe and optimistic. While it is a confusing time to say the least, the crisis seems to have brought us all closer together and remind us of what really matters. Even in the best of times, trust is scarce and people don’t want to be sold. When times are uncertain or scary, their disdain for being pitched to only increases. The reality is that people appreciate value creation. Whether things are going well or falling apart, if you can provide solutions to their problems, and accelerate results and outcomes they care about, people will listen. And there is no better time for that kind of magical value creation than right now.

T H AY E R L O N G PUBLISHER

Creativity matters

and relying on a little bit of magic can go a long way in

building value.”

As any good brand owner knows, providing value exposes your community to new ideas and opportunities that they hadn’t thought about. Therefore, they will feel less risk—and more confidence—about making an investment in you, even during times like these. As we all have come to know, the recipe that dominates business decision-making today has largely been based on analytics and information. While spreadsheets and simple logic seemingly validate plans, we tend to forget that the greatest successes have a touch of flair and creativity. The world of neat economic models, business case studies and narrow ideas is useful, but isn’t necessarily inspiring. Wellness brand owners should never forget that the need for certainty can hold us back. Now, don’t get me wrong, wellness brands should never discard data and logic. But, the best marketers embrace the magic that comes from being creative. The organizations with an entrepreneurial spirit are so much more valuable because they are not confined to only doing things that make sense to a data-analyzing committee. Creativity matters and relying on a little bit of magic can go a long way in building value. Speaking of magic, we are super excited to bring you the latest issue of Wellness Marketer. In this issue, our cover story, “The Extra Mile: How H&W marketers are creating the perfect customer experience” provides magical advice for marketers on how to diagnose their current customer service while providing tips on why customer experience matters the most going forward. In our second feature, “In the Know: Marketing service trends that matter,” we provide a peek into the variety of marketing services available to health and wellness marketers. Enjoy the issue and create some magic of your own. Magically Yours,

Wellness Marketer INSPIRING HEALTHY ENGAGEMENT

Healthy engagement comes from connecting with thoughtful marketing-minds. We gather the best health and wellness marketing insights and share them with you. Check us out online at wellnessmarketermag.com to stay up-to-date on the latest stories, data and trends. We look forward to inspiring you!

> VISIT WELLNESSMARKETERMAG.COM

F E AT U R E S T O R Y • T H E E X T R A M I L E

WELLNESS MARKETER

The

Extra Mile

HOW MARKETERS ARE CREATING THE PERFECT CUSTOMER EXPERIENCE

efore the pandemic became a realistic part of our everyday lives, all of the content that the Rush University Medical Center marketing team generated centered on lifestyle, healthy living and recipes. But as different—and desperate, if you will—times moved in, there was a call for a more focused, direct approach. These days, with the pandemic still in full force, the Rush marketing team continues to revisit the issues that were relevant pre-pandemic, but this time, their content offers updates with a COVID layer on topics ranging from dating, to nutrition and mental health.

SPRING 2021

F E AT U R E S T O R Y • T H E E X T R A M I L E

As Ryan Nagdeman, the Center’s Associate VP of Marketing, attests, the strategy is working. Engagement with Rush University Medical Center-related content during the pandemic initially spiked at three times before settling in at two times the regular open-rate plus. Much of this content focus comes into play with how Nagdeman and his team promote physicians and knowledge to bring Rush’s wellness programs to life. “As marketers, we look at surveys and keyword searches to find out what is of interest now,” says Nagdeman, who oversees marketing and communications for the Center’s patient care, research and education. “Our content strategy team develops content to serve those needs, and then it’s deployed across many channels in different forms, including news releases or Instagram stories. During the pandemic, live webinars have been popular, too. People have time to watch these now.”

Rush University Medical Center is part of the Rush University System for Health, a national leader in patient care, education, research, community partnerships and empowering a new generation of health care providers. In addition to its mission in patient care, education and research, the Medical Center maintains a strong commitment to the community. Part of that outreach can be found in the content offerings it provides to the Chicago community. One such program is the Rush Wellness initiative—a strategy driven by the philosophy that quality patient care is directly tied to the well-being of its providers, students and staff. Nagdeman says the program is especially important at a time when health care professionals around the country are suffering from unprecedented levels of anxiety, depression and burnout.

“We had made investments in programs and care that came about right before the pandemic,” he says. “They have helped many community members by providing self-care series, staff rounding for wellness, and a full suite of services like wellness toolkits, events and outreach. We pay close attention to patient feedback in social media and service reviews. And we work with patient relations and clinics to turn feedback into a learning moment.” Customer service is another incredibly important aspect of the Rush strategy right now. Today, the Center receives 10,000-12,000 calls a day about vaccines. Because supply cannot meet the demand right now, tensions tend to run high. “Our call center professionals are kind and courteous and deal with consumers who are frantic and confused,” Nagdeman says. “Many of us were confused

We pay close attention to

patient feedback in social

media and service reviews. And we work with patient relations and clinics to turn feedback into a learning moment.”

— RYAN NAGDEMAN, ASSOCIATE VP OF MARKETING, RUSH UNIVERSITY MEDICAL CENTER

WELLNESS MARKETER

and anxious about our health prior to COVID, so it’s higher right now. Providing consumers with options helps with the customer experience. In the last three years, our menu has double the amount of ways you can engage and receive care at Rush. It’s no longer about coming to campus only and you can connect here or in a virtual setting.”

STAY HEALTHY. STAY INFORMED. LEARN. When Karen Koslow looks out over today’s health and wellness market she sees a consumer who is more bent on staying safe and healthy than ever before. And while the award-winning, strategic marketing expert has spent years crafting innovative media-agnostic and multichannel strategies for Fortune 100 brands, these days have a quite different feel. Through Wellness Amplified Inc., Koslow, CMO, has led spirited campaigns raising the levels of equity, engagement building and results management. But as the pandemic changed the rules of the game, she had to adapt to the new playing field—one that involves not only staying true to the traditional strategies, but upping the intensity on what and how to deliver them. “The health and wellness market today looks better than ever as consumers turn to their own volition to keep themselves and their loved ones healthy,” Koslow says. “They want to learn, get factual information from trusted sources, and find new ideas and strategies for improving their health. Last year it was about our immunity. This year we’re focused on our self-care, mental health, reducing stress and improving sleep. The goal: Be safe and stay well.” Generating content and distributing into the mainstream is the lifeblood of health and wellness marketers—an art

form that practitioners like Koslow are adept at doing. The strategy, she says, is a straightforward approach involving factual information served up by credentialed health care and wellness practitioners. The key is to find health and wellness brands that align with those of their consumers.

The brands that succeed at winning the customer experience game are the ones that exist for other purposes beside the bottom line, whether its health or the health of our planet.”

“As marketers, we set the strategy, establish the brand storyline, its purpose, the functionality needed [etc.], Koslow says. “The customer experience teams might execute it, but we as marketers design it, measure the results and optimize.” In a time driven by the consumer’s quest for health, fitness, wellness, care, education, and personal and communal well-being, giving them a place to go, keeping them engaged and driving them back for more is a new call for today’s health and wellness marketers.

— KAREN KOSLOW, CMO, WELLNESS AMPLIFIED INC. The tie in on the marketing side happens when you align the brand’s mission with the customer’s experience. Beyond the basics, Koslow says that entails providing superior, smooth and supportive customer service that is as authentic as the customers themselves. “The brands that succeed at winning the customer experience game are the ones that exist for other purposes beside the bottom line, whether its health or the health of our planet. With our concern about the food and drug supply available to us, brands that are transparent about their supply chain will outperform their expectations.” As for health and wellness marketers, their role is to not only promote the virtues of what today’s consumers want, but to justify the ways in which brands spread the love. That means keeping tabs on website page views and time spent on which sections, conversion rates, retention, advocacy, etc.

SPRING 2021

S TAT S & I N S I G H T S

Talent Show

How CMOs changed their talent models during the pandemic 2020 was a year of change. Marketers had to pivot in ways they never had before, and changes to their workforce was just one of those. Most increased their use of AI technologies, and many switched to a reduced or remote workforce. On a positive note, over half (59%) expect that the reduced workforce should immediately return to the previous model, according to the “Global Marketing Trends 2021” report from Deloitte Insights. Here is how marketing leaders adjusted their talent models during the height of COVID-19.

77%

Automated more work through AI technologies

39%

Reduced the workforce

36%

Transitioned large portions of the workforce to remote work

23%

Relied more on external agencies to execute projects

17%

Reduced use of contractors/external agencies

Relied more on the gig economy

Top 6 Physical Fitness Markets Jump for joy, or just to get your daily dose of exercise.

The Global Wellness Institute’s (GWI) recently released report shows that North America leads the physical activity market. With a myriad of fitness innovations, business models and digital platforms, this is no surprise. Estimated at $283 billion, it is expected to grow annually at 5.3% through 2023. The top six market segments include:

SPORTS & ACTIVE RECREATION

FITNESS & GYMS

MINDFUL MOVEMENT

EQUIPMENT & SUPPLIES

APPAREL & FOOTWEAR

FITNESS TECHNOLOGY

WELLNESS MARKETER

Reduce. Reuse. Recycle. 10 WAYS TO REPURPOSE YOUR CONTENT

Go green with your content. A piece shouldn’t be a one-and-done deal, but rather an opportunity for many other forms of engagement. This is an easy way to cut down on content creation time and costs, and increase your ROI. Check out these tips from Skyword, Inc. on how to make the most of your content.

Build Infographics from Company Research

Research and reports are great, longform ways of informing and engaging. Take a piece from those and create an infographic that quickly catches the readers’ attention. These not only function as their own form of content, but also work great to promote the original, larger report, and are also easily shareable on social media platforms.

Produce a Series of Blog Posts from a Single Webinar or eBook

Reference your premium content, whether it’s webinars, eBooks or something else, via your blog. Highlight the main topics and points and watch the ideas take off.

Use Blog Content as the Foundation for Premium, Gated Content

Promote your gated content via your blog. Include informative snippets

that will bring life to your posts and intrigue the reader to find out more.

Share Positive Customer Reviews

Getting positive feedback is more than a mood-booster. It can serve as a no-cost way to strengthen your brand’s reputation. Share positive reviews, testimonials and quotes in social posts or in your blog.

Revive High-Performing and Evergreen Content

Even after content is published, there are ways to bring it back into the mix. Repost it on social media or add a link to it in emails to provide new opportunities for it.

Cross-Publish Content to Social Media

Maximize your content’s visibility by cross-publishing to Instagram, Twitter, LinkedIN, and other social platforms. While simple, this gives your content a boost without affecting its SEO score.

Save and Repost Social Livestreams

Livestreams on Instagram, Facebook and other social platforms are a great way to engage in real-time with your audience. Make sure to save the livestream and share it again to extend it’s value.

Turn Compelling Statistics Into Visual Graphics for Social

Find an interesting statistic and create a social post out of it. These data-driven posts quickly make their point and impact on your audience.

Share Premium Content Through Drip Email Campaigns

Premium content, such as white papers and webinars, maintains its value long after being published. Steer customers towards it through targeted, drip email campaigns.

Create Multiple Video Segments from a Single Video Production

Use your full-length videos to create shorter, digestible pieces that can be shared to other channels such as social media, blog posts, or email.

SPRING 2021

F E AT U R E S T O R Y • I N T H E K N O W

WELLNESS MARKETER

In the know Marketing service trends that matter

When the rising need for doulas, midwives and educators spiked during the pandemic due to the limitations placed in hospital delivery rooms, global skincare company Weleda sought out innovative ways to get its line of naturopathic medicines noticed. By positioning the brand in front of childcare educators, Weleda knew it could exponentially increase the awareness, trial and purchase of its products. The edict was clear cut: Secure personalized product recommendations from professionals in the field and you increase the likelihood of purchase. To help transform its vision into reality, Weleda turned to the point-of-influence marketing company Aha! Marketing. For the past 10-plus years, the firm has helped everyone from startups to Fortune 100 companies pitch and measure the results of their brands—connecting with millions of consumers along the way. During the pandemic, Aha! founder & CEO Laurel Rundle says her team’s research uncovered that while the majority of these caregiver businesses were affected, 100% of them

had alternative ways to deliver products and offers to expecting mothers. “At a time when it’s so hard for brands to connect with consumers, meaningful engagements go a long way,” Rundle says. “It was a beautiful program and hugely successful for the Weleda brand.” Aha! Marketing is one of a number of industry marketers working tirelessly to influence healthcare providers, fitness professionals and educators in a time when health and wellness has become more than just a term. “Today, health and wellness has made its way to the forefront on how we live our lives,” Rundle says. “Products

and services that support our health and wellbeing have seen exponential growth in the past year.” It goes without saying that these are interesting times to be a marketer, due in part to an ongoing global crisis that continues to force many health and wellness brands to rethink or pivot their marketing plans. Over the past year, there has been increased activity in categories like supplements, pet, skincare and baby care. And as the world moves into the next phase of pandemic-inspired strategies, consumer trends like home fitness, immunity protection and healthy home cooking will be trending upward.

SPRING 2021

F E AT U R E S T O R Y • I N T H E K N O W

Attracting attention in a crowded marketplace and gaining traction means raising the level of a brand’s trust and authenticity, something Rundle believes must come with purpose. “Brands will be expected to support missions and causes that resonate with their consumer base. Many will find success in dabbling in fantasies and escapism since we’ve been cooped up in our homes for so long.” Getting these messages out to the masses involves using everything in a marketer’s toolkit, including unique delivery methods and increased digital integration. “I would expect this to continue along with more emphasis on connectedness and community, which means brands have to deliver trust through their marketing efforts,” Rundle says. As a point-of-influence marketing and sampling company, Aha! Marketing works to deliver its clients’ messages

At a time when it’s

so hard for brands to

connect with consumers,

meaningful engagements go a long way.”

— LAUREL RUNDLE, FOUNDER & CEO, AHA! MARKETING through every medium in its purvey. Take print, which is a big part of what the firm uses, including direct mail for B2B communications and direct-to-consumer materials for influencers to deliver to consumers, along with free samples. “They are just delivering it in different ways, and we’ve learned they still have methods to get it into the hands of their clients (and a brands’ consumers) safely and effectively,” Rundle says.

Sign of the times While it seems that health and wellness brands can only reminisce about the good old days of face-to-face interactions, the new age of pivoting has led many down the path of more effective platforms like hybrid virtual events. For example, the Forcura Connect Summit was an eight-hour, immersive virtual conference attended extensively by health care executives seeking solutions for improving continuity of care, particularly for an aging population. The Summit was hosted by Forcura, a leader in document management and HIPAA-compliant communication for home health and hospice organizations, in conjunction with the team of Rhythm Communications. Amy Parrish, Rhythm’s CEO and Managing Partner, says the event is in step with its health and wellness clients’ willingness to step outside their typical marketing boxes. “Your customers

WELLNESS MARKETER

are ready to have fun, but protecting them will make them feel valued.” As part of its efforts to add value to its clients’ marketing campaigns, Rhythm Communications has leaned on programs that are heavy in public relations, print advertising, email marketing and virtual events. In addition, content marketing strategies like blogging have been an effective tool.

Print is now a primary form of communication when historically much of the business was focused on in-person events. For every print vehicle that we invest in, there is an online extension of the content.”

is a welcome sight for the Rhythm Communications’ team. “Print is now a primary form of communication when historically much of the business was focused on in-person events,” Parrish says. “For every print vehicle that we invest in, there is an online extension of the content.” As proof, Parrish points to the creation of a weekly program hosted by Sharpen, one of its long-time clients. Sharpen addresses the tough topic of mental health for students in support of counselors and educators. Invitations are sent via postcard and are driven to a landing page for registrations. The educational panels are held online. The attendance driver marketing efforts were through ads and articles in health care, counselor and education trade publications.

Moving headlong into 2021, Parrish expects to see much of the same marketing tactics being employed. “Strategically, we are seeing a shift of consumer loyalty to those brands that are giving back to struggling communities—gifts for the exhausted health care community; food bank support; programs for joblessness; support for health clinics that support those without health insurance, and more.” Regardless of the initiative, the plan will not only include marketing the consumer about health and wellness approaches, but also tell their stories in ways that connections are felt without the personal interactions.

— AMY PARRISH, CEO & MANAGING PARTNER, RHYTHM COMMUNICATIONS One of its clients, CareTrack, uses a blog as an extension of an aggressive email campaign. CareTrack, which provides a telecare practice extension for out-ofoffice care monitoring and coordination to support physician practices in continuously managing their Medicare patients in between appointments, is growing exponentially with clients intrigued with a story weaved with fictional characters, “Bob & Mary.” The duo help illustrate the impact they can make in helping Medicare patients better manage their health during the pandemic. “In a market historically laden with in-person events, this has been a big shift in marketing plans,” Parrish says. That print has become a formidable presence in its marketing initiatives

SPRING 2021

QUESTIONS & ANSWERS

Steve Vargo

Practice Management Consultant, IDOC Thought leader on how wellness brand owners can engage in the new landscape An expert in leadership with 15 years of optometric clinical experience, Dr. Steve Vargo brings much to the table. He is an Amazon bestselling author and speaks regularly at industry conferences, has been published in numerous industry publications and has a regular column in Optometric Management titled “The CEO Challenge.” He has authored four books including his most recent, “Prescribing Change: How to Make Connections, Influence Decisions and Get Patients to Buy into Change.” Since transitioning to consulting, Steve has worked with hundreds of healthcare professionals across the country and does all of this through IDOC, a fantastic company devoted to supporting independent optometrists and helping them live the practice of their dreams. We sat down with Vargo to get his thoughts on the ups and downs of the health and wellness businesses today.

hat are your thoughts on the challenges anyone W promoting wellness services are facing today?

The first thought that comes to mind is something I heard from a colleague, “It’s easier to sell aspirin to someone with a headache than sell vitamins to someone hoping to prevent a future problem.” Healthcare professionals split their time between treating current conditions and trying to prevent future adverse conditions. For clients who prioritize their health and make time for wellness, the healthcare provider’s job is easier. Unfortunately, these clients are probably much less prevalent than clients who neglect their health. The challenge is “selling” clients on the value and importance of wellness.

What changes do you think need to be made if brand owners and wellness businesses want to improve client outcomes and impact more lives?

“Impact more lives” should be a goal of every health and wellness business, but so often they fall short. They educate and educate, but patients fail to make the changes that lead to improved health and quality of life. Having coached and consulted with hundreds of practices, I’ve come to realize that client education is overrated. Don’t get me wrong, it’s very important and necessary, but so often fails to inspire change, which is really the only way to “impact more lives.” Information alone can be surprisingly ineffective in getting people to take action. I call this T.B.U. information—True, But Useless. Health and wellness professionals need to do more than just educate; they need to become more effective communicators. Client education only guarantees that they will hear what you say. Effective communication increases the odds that people will do what you say.

There is a great deal of unknown in the world these days. How do you think brand owners should connect with their respective markets and influence their decisions?

It’s true that there is a great deal of unknown. Part of that is driven by the overwhelming amount of information available these days. Looking up health information online is now the third most popular activity on the internet, and while the internet is one of the greatest inventions we’ve seen in our lifetime, it’s also the “Wild West” when it comes to health information—unreliable information, conflicting studies, biased research, etc. Access to information, whether reliable or unreliable, is no longer a problem but

WELLNESS MARKETER

people still need help making sense of it all. Health and wellness professionals are well positioned to be curators of information these days. Be a trusted guide for your market. Trust and influence go hand in hand.

As you have dealt with countless optometry practices, what do you see as their biggest obstacles to practice success? What are some universal lessons on how to overcome those obstacles?

Staff management is probably the biggest obstacle I see for most optometry practices. I spend a lot of time coaching practices on leadership principles. There are no courses in optometry school for how to handle poor attitudes, how to motivate people, or how to get people to “care.” If you have employees and your business provides wellness services, it takes a team effort to be successful. Employees need to be educated on both the tactical skills (product knowledge, selling skills, etc.) and the soft skills (empathy, listening skills, etc.). It’s hard to be successful without the support of your team. For many practices, this can make or break you.

Health and wellness professionals are well positioned to be curators of information these days. Be a trusted guide for your market. Trust and influence go hand in hand.” Can you crystal ball a bit for us? What do you see in store for small businesses and, specifically, wellness services?

As the message continues to permeate society and the potential for healthcare policies that favor wellness and prevention grows, I feel the market for wellness services will increase. There are advantages and disadvantages to being a small business owner, but typically one of the advantages is the ability to differentiate yourself and provide a more customized approach for patients and clients and also focus on building relationships. Small businesses, often with smaller budgets and economies of scale, will need to continually differentiate from the larger competitors and communicate these differences to their market.

Tell us about your latest book, “Prescribing Change.” What prompted you to write it and what was the most compelling thing you discovered while writing it?

I wrote “Prescribing Change” because I wanted to reshape doctors’ views on patient education. In school we were taught to be very thorough with educating patients on our findings and treatment recommendations. What I began to realize, both in my own clinical practice and also consulting with other doctors, was that information alone does not always motivate people to take action. Doctors educate, but nothing changes. I began studying the science of how to be more persuasive and influential with getting people to not just hear information, but act on it. What I came to realize is that most doctors don’t need to become better educators (most do that pretty well), they need to become better communicators. The most compelling thing I discovered was that to be a great communicator, you have to first be a great listener.

Finally, what advice do you have for anyone promoting a wellness brand?

In sales and marketing, businesses are often taught to preach value and take the focus off of cost. I’m going to suggest you put the focus directly on cost, but a different kind—the cost of inaction. Research has found that the potential gain has to be about 2.5X the loss for us to be willing to take action. Meaning, if I have $100 to spend on something, I need to see about $250 worth of value (real or perceived) to part with my money. That can be a tough sell, and since it’s not always easy to demonstrate that level of gain, we’re often quick to decide against it. Wellness brands would probably have greater success with focusing on the cost of inaction. When people are asking themselves, “What do I get out of this?” their minds focus on the costs they’ll incur, often in the form of time, money or effort. But there is also a cost to NOT taking action. Guide the discussion in that direction and force consumers to ask themselves, “Am I willing to pay that cost?” Instead of “What do I stand to gain?” the question becomes “What do I stand to lose?” People have a cognitive bias toward NOT wanting to lose things and loss avoidance is typically a much stronger motivator than desire for gain.

SPRING 2021

V I S U A L I Z AT I O N S

Health Conscious WHO IS PRIORITIZING PHYSICAL AND MENTAL HEALTH

Handwashing. Mask wearing. Getting vaccinated. These are all simple ways that people are protecting themselves against COVID-19. But going beyond the pandemic-induced measures, people are looking for ways to improve their overall health as their main defense against the virus. While taking preventative measures against COVID-19 is obviously top-of-mind, the “Connecting the Dots” report by GlobalWebIndex shows that mental health is as much a concern as access to a vaccine. Different generations have different priorities. See who is most concerned with what. Physical health/fitness Mental/emotional wellbeing Access to a vaccine

GEN Z

MILLENNIALS

GEN X

BABY BOOMERS

WELLNESS MARKETER

T H E ST R E N GT H O F P R I N T Direct mail comple ments the other c hannels used b y impro ving overall multich annel campa ign per forman ce

REPORT SHOWS THE IMPACT OF DIRECT MAIL

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s ail i re m t o c Dire antly m comes ific n it l sign e whe al ng iv i t s h c effe o reac dience t u et a g r a t

Are you using all of your marketing muscles? Direct mail is a tried and true way to reach your audience and beef up your campaign. According to PFL’s “The State of Multichannel Marketing” 2020 report, a quarter of marketers planned to increase their budget for direct mail during the pandemic, and they are seeing results. Those who are investing more in direct mail are more likely to report the following.

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90%+ of Direct mail is opened.

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96%+ will LEAVE the website without taking action

Here’s What You Get: SOCIALMATCH

Match your mailing list with your Facebook and Instagram user accounts. Your target market will not only receive the mailing, but will be delivered the SAME message on their social feeds, even before they visit your website online.

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Be prepared for new calls and online leads by knowing exactly when your mailing campaign is hitting mailboxes.

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With Informed Delivery integration, your mailing piece will be accompanied by a full color, clickable ad within the grayscale email preview sent by the USPS. You will also be able to track where Informed Delivery emails have been opened (geographically)!

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