R.R. Donnelley & Sons Co. has introduced a service for integrating email and other digital channels with direct mail, using Salesforce Marketing Cloud, the company announced on Friday.
Cloud Direct by RRD is a trigger-based service that helps brands connect with customers by email, mobile, advertising and the web, along with postal mail. It is housed in Salesforce Marketing Cloud, and is available through its Journey Builder.
“Modern marketing is not about taking sides between channels, but using data to get on the side of the customer,” states Doug Ryan, president, RRD Marketing Solutions.
Among other things, Cloud Direct by RRD triggers a direct mail piece when a subscriber email bounces, the firm says.
In addition, it can send a mailing piece to promote engagement when a person has not clicked or opened in digital channels.
It can also send a personalized direct mail offer based on browser and cart abandonment data, or providing a re-acquisition incentive when a customer unsubscribes.
Founded in 1864, R.R. Donnelley provides multichannel business communications and marketing services.