Good business

Marketers can use the new Integrated Media Research Center to improve their mailings.

The Postal Service is collaborating with the marketing industry on a new site that showcases best practices, including effective use of the mail.

The Integrated Media Research Center (IMRC) site offers a growing archive of research, data and case studies. Marketing and academic leaders developed the site to encourage discussion and offer resources for marketers and other businesses.

The case studies include a grocer that boosted sales by improving its coupon circulars and an insurance company that expanded its client base through direct mail.

“Consumers’ changing purchasing habits and media consumption habits are giving marketers an explosion of opportunity and data to navigate. We’re now bridging analog and digital, simplicity and complexity, evolution and tradition,” said Chief Customer and Marketing Officer James Cochrane, a member of the IMRC’s board of advisors.

“Amid this complex landscape, mail can serve as a foundational, tangible element that initiates multi-channel engagement and catalyzes transactions,” Cochrane said.

The USPS Newsroom site has more information about the IMRC.