Marketing, CRM and direct mail after Covid-19

CRM teams are gradually taking over the responsibility in organizations for direct mail budgets from print purchasers, and CRM itself is becoming more connected and performance-driven through marketing automation. Integrating direct mail into this CRM setup (e.g. into customer journeys) will be the key to success. One too many mass mailings will be a thing of the past; the future of direct mail will be targeting and hyperpersonalization. Consequently, postal service providers face the same challenge as printers that are losing their old contacts in organizations and often do not speak the marketing language of CRM managers.