Precision Textiles Shakes Up Its Marketing Strategy With Direct Mail By Elaina Hundley

“While a mailer may seem like a dated tac-

In an increasingly digital world where our inboxes are overwhelmed with promotional offers and solicitations, Precision Textiles is taking a more traditional route to promote its new IQFit Natural line—a 100% glass- free FR barrier. The company is utilizing a direct mail campaign, providing its partners with a tactile demonstration of this innova- tive new product—one that cannot be expe- rienced electronically. The initiative provides a hands-on re- source for bedding manufacturers to utilize when specifying an FR barrier for mattress production. Complete with a product bro- chure, swatch card with product samples as well as a mini foam bun with an IQFit Nat- ural FR sock, the mailer touts a bold visual. Each piece helps demonstrate the benefits of IQFit Natural, while making a clear com- parison between fiberglass and cotton. The company anticipates the new strategy will help its partners make better-informed FR barrier sourcing decisions in an industry that is first and foremost driven by the touch and feel of the materials.

tic to some, we believe that in today’s tech- nology-driven world that people are becom- ing numb to the myriad of digital approaches that are delivered to their inboxes daily,” said Keith Martin, vice president of Precision Tex- tiles. “In our business, the tactile nature of the product is incredibly significant, making this tangible medium the perfect solution. Of course, we haven’t abandoned our digital ef- forts. Rather, we are weaving together a com- bination of marketing tactics to maximize our communication efforts.” Visit

Opt-in Helps Retailers Upgrade Their Customer Communication With Simple Texting Features By Gretchen Kast

Opt-in helps retailers improve their communi- cation strategies through easy-to-use mobile text features. By giving businesses the abili- ty to send appointment reminders, polls and review opportunities via text, the company’s customizable features help them modernize their communication, grow positive reviews and increase their brand awareness. When it comes to communicating with businesses, the pandemic has had a signifi- cant impact on consumers’ experience—but

16 Sleep Retailer / Winter 2021

this shift has been steadily growing even prior to last year. According to a survey by RingCentral, 78% of people would now prefer to communicate via text with a busi- ness. Additionally, studies show that 94% of sent text messages are opened within three minutes, while voicemail usage has dropped by 8% and average email open rates are just 22%. Opt-in delivers valuable tools to upgrade any business’ communication strategy. Offer- ing integration into both Google and Outlook

Calendar, Opt-in enables stores owners to use these familiar platforms to schedule text appointments and delivery reminders. Retail- ers can also choose to add an automated poll and receive valuable feedback from custom- ers via two-way texting, while increasing re- views on Google, Facebook or Yelp. Simple, customizable and straightfor- ward, Opt-in makes it easy for retailers to more effectively communicate with new and existing customers. Visit

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