The Paper Coupon Makes a Comeback

In an article published by Printing Impressions, “Print’s Role in an Omnichannel World,” Gina Ferrara, senior analyst at Madison Advisors, explains that millennials actually respond positively to direct mail.

“They’re the digital native generation,” she says. “However, despite the fact that they’re ‘mobile first,’ they do like to receive direct mail. So that’s an opportunity for marketers to use printed communications as another channel in an omnichannel marketing strategy.”

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