C&E Community Member Brad Kugler of Direct Mail 2.0 is very aware that the per unit cost of direct mail can drive high costs in a world where campaigns need to hit voters and donors multiple times to get them to take action. But he’s found that layering in digital buys can help campaigns reach their goals while bringing overall direct mail costs down.
Speaking of his layered approach to messaging through mail, Kugler says that recipients are, “…not not just seeing [the mailer] when they open their mail box. They’re seeing it in their email, they’re seeing it when they browse social media, and they’re seeing it as they travel the web.”
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