How Direct Mail Stands Up In Today’s Marketing Trends?
Everywhere we look nowadays, it is undeniable that we are using technological products to make our lives easier, even in marketing. As a result, it has made direct mail marketing becomes an outdated practice already. What seems unfortunate here is that, there are lots of businesses that have bought this concept and because of that, they discard doing the practice. On the other hand, it is best that you think of it again and maybe consider going on the opposite direction before disregarding this marketing technique.
As you dismiss such marketing campaign, you are actually missing lots of great opportunities, read on to know what these things are:
Number 1. Mail campaigns create a more personal touch – it is so obvious that today, emails are heavily used as medium of communication by many. So much that it has made many people to own at least 3 or 4 email addresses. Base on research, 20 percent of emails are actually being opened while the rests are being deleted. Companies that are sending direct mails rather than emails have higher success rate with almost everyone reading or opening cards and fliers. Personalizing a mailer or letter creates a strong initial connection with customers and prospects.
Number 2. Tangible – documents where consumers can hold on to will always have value no matter what stride you take on the digital world. Consumers are likely to make use of the promotion if it arrives through a postal service with regards to discounts and coupons. There are many people who won’t bother taking the time to print out digital material while some won’t have access to smart phone apps that eliminate the need for printouts.
Number 3. Direct targeting – any good advertising agencies are aware of the fact that data collection and consumer profiling are so powerful and they will apply results into their direct mail marketing campaign. By collecting data and research for over a certain period of time and plug the info to specific analytics computer program, it can develop a consumer profile that will likely make engagement into your business.
With considerable advancements in technology, it has become feasible to narrow down geographical area and be able to target. No doubt, this is an exceptional marketing method and research showed that the results are favorable.
Number 4. Shelf life longevity – the main goal when using direct mail is create connection and instill the brand’s image within the mind of consumers. Companies know the effectiveness of brand recognition. By using mails, consumers have higher chances of keeping that piece for longer period of time than emails according to research.
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