Report says shift from postal marketing to digital is accelerating

NEW YORK, Sept. 29, 2015 /PRNewswire/ — Penton SmartReach announced today that research it has conducted shows an accelerating pace of traditional postal B2B marketers moving to digital marketing solutions.

In a survey of 391 postal marketers, 30% stated that they expect to continue to use postal direct marketing solutions exclusively, while 41% stated that they expect to add e-mail solutions in the near future.  The survey was conducted in September 2015.

“The results point to the fact that direct marketers are increasingly looking for lead generation and digital solutions are the best solutions,” said Joann Kropp, market leader for Penton SmartReach.

The marketers surveyed also indicated that they are exploring newer forms of digital marketing along with emails, including audience extension, native advertising and web targeting.  28% of respondents are looking at these methods.

“Obviously, email isn’t new, but the one-two punch of combining e-mail with these other new methods is, particularly amongst traditional mailers in B2B,” said Kropp.   “We are increasingly seeing marketers looking for multi-touch digital programs and targeting methods.”  Penton SmartReach has nearly 20 million B2B names on file in 16 different markets with more than 1,000 data points.  Most data is self-reported and updated annually.

Penton SmartReach will share other new information with the direct marketing community at “& Then,” the annual DMA marketing conference from October 4-6 in Boston.  The Penton SmartReach booth is number 310.

Penton is an innovative information services company that empowers nearly 20 million business decision makers in markets that drive more than 12 trillion dollars in purchases each year. Our products inform with rich industry insights and workflow tools; engage through dynamic events, education and networking; and advance business with powerful marketing services programs. Penton is the way smart businesses buy, sell and grow.

Headquartered in New York, Penton is privately owned by MidOcean Partners and Wasserstein & Co., LP. For more information, visit or follow us on Twitter @PentonNow.