Why Direct Mail Isn’t Dead
While direct mail is not dead, some marketers still feel it is on its way out. While online marketing has become a large part of business, it isn’t replacing direct mail. When used correctly, direct mail can be an effective way to connect with customers and create brand loyalty. In addition, data-driven decision-making allows marketers to create a personalized omnichannel campaign, resulting in increased sales and ROI.
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Many people still haven’t embraced email, but the medium isn’t dead yet. Almost seventy percent of people prefer direct mail to pop-ups and flashing banner ads. In addition, mail is often more aesthetically pleasing and is less likely to be deleted. In addition, most people look forward to receiving mail, and 57 percent of people say that it makes them feel important. This makes direct mail a unique way to connect with customers.
Even Google is adding direct mail to its marketing services. While email marketing may be more popular these days, direct mail still retains its value in the marketing mix. According to the USPS, direct mail generated $65 billion dollars in revenue last year. With the power of Google and other digital marketing, direct mail is still an important part of the marketing mix. The use of direct mail can reach a wider audience than any other form of advertising.
A growing number of companies are finding success with direct mail as an integral part of their marketing strategy. In fact, the rapid evolution of digital marketing has only added to the power of direct mail. Direct mail is more personal and effective than digital formats and continues to be a valuable medium for reaching prospects. You can use it as an accompaniment to your digital marketing or as a stand-alone marketing campaign. So, despite the myth that direct mail is dead, it’s not.
Another reason direct mail is still effective is its ability to measure your brand’s interest in your products. With digital ads, there is no way to know which ads are truly relevant. Direct mail is one way to differentiate yourself and demonstrate your dedication to building relationships with customers. A postcard or flyer sent through direct mail, for example, may be opened by a prospect’s first name. This way, your business will stand out from the rest.
There are many ways to make your direct mail more effective. If you want to drive high response rates, you need to create a direct mail campaign that has a clear purpose, a compelling offer, and a clear response mechanism. With the right strategy, direct mail can help nurture leads and convert into sales. IKEA, for instance, has pushed the limits of direct mail by developing an app that pairs QR codes with a mobile app. Similar to Pokemon Go, the app lets consumers see what the new furniture will look like before they buy it. With this technology, direct mail is no longer a dead medium and can continue to grow.
Despite these limitations, direct mail can still be an effective marketing tool. Many of the recent advances in technology have made it possible to track mail response rates and the activity of prospecting. This data allows marketers to see the effectiveness of their efforts and make adjustments accordingly. For instance, intelligent mail barcodes can track mail in the delivery process, and personalized URL tracking can monitor recipients’ visits to your website, which can then trigger marketing automation activities and purchase tracking. The use of modern direct mail automation platforms has changed the way companies view the medium.