Direct Mail Is Not Dead!
In this modern era, we can’t deny the fact that we are bombarded with technology everywhere we look. For this reason, it may look like doing direct mail marketing becomes an outdated practice already. The unfortunate thing is that, there are too many businesses that bought into this concept and discarded 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.
Read on to discover about the wonderful opportunities that you are actually missing by dismissing such marketing campaign.
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. It even happens to the point that there are 3 or 4 email addresses owned by one individual. 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. Being able to personalize a mailer or letter helps in creating strong initial connection with customers and prospects.
Number 2. Tangible – regardless of what strides are taken on digital world, documents that consumers can hold on to will always have value. For discounts and coupons, consumers are likely to use the promotion if it arrives through a postal service. 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 as well as research over a certain period of time and plug the information to a specific analytics computer program develops a profile of consumer that will most 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. This is no doubt an exceptional marketing method and research showed that the results are favorable.
Number 4. Shelf life longevity – using direct mail, the main goal is to 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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