Printing Industry Commentary & Analysis

Articles by Christine Erna

As a Postal Advisor, Christine Erna educates, teaches, provides analysis for clients seeking better customer communications, improved efficiencies and postage savings.

Displaying 1-7 of 7 articles

Checking the Mail: A 2020 USPS Year in Review

Published February 11, 2021

Christine Erna looks at the problems that the United States Postal Service had to contend with in 2020—and looks ahead to 2021.

The State of the USPS: It’s Been a Rocky Year for the US Postal Service

Published November 9, 2020

Christine Erna looks at the status of the US Postal Service, and provides a reality check to some myths and misinformation that had been proliferating in the run-up to the 2020 election.

The Postal Strategy: What Will You Do in 2020 to Impact Your Mailing Business?

Published March 25, 2020

The quality of the address on a mailing list can have a significant impact. A single error in an address—a wrong/missing apartment number or an incorrect zip code—can lead to marketing messages, bills, statements, critical privacy, or compliance materials being delayed, misdelivered, or returned. Improving address quality allows your organization to control these costs, improve efficiency, deliver great customer experience, retain loyal customers, and ultimately increase revenues. Postal expert Christine Erna explains how.

Technology + Direct Mail + Consumer Behavior = A Future to Bet On…

Published February 19, 2020

Christine Erna explains how direct mail printers can use “enhanced print” technologies to increase engagement, generate new leads, track real-time results, and stay top of mind with customers and prospects.

Your Postal Strategy: Key Benefits of Postal Resources, Experience and Expanding Your Network

Published November 20, 2019

Does your organization have a postal strategy? Mailing may be considered an ancillary service offering for a professional printing company, or it may be your core offering as a mail service provider.

Dynamic Data in Direct Mail

Published October 14, 2019

The world has become very “data rich” and companies are using this data in ways that just two decades ago were unheard of. It boggles the mind how much information is available and the ways in which organizations are utilizing it!

Why Address Quality Matters: The Cost Of Undeliverable Mail Adds Up

Published August 12, 2019

According to the DMA’s 2017 Response Rate Report, direct mail has a much higher household response rate (5.1% customer – 2.9% prospect) than digital channels such as email (0.6%), social media (0.4%) and online display ads (0.2%).