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Direct mail is STILL an important marketing strategy

Ever since email marketing and other online tactics emerged, people have been calling for the end of direct mail. The idea that direct mail is dead is far from true. This channel is still effective for marketing directly to consumers because it stands out. Customers are often inundated with emails or digital banner ads, and with sophisticated filtering options, users can eliminate unwanted promotional content from their inboxes. Since many companies have moved away from direct mail, this channel can attract more attention.                                                     

Although technology has changed the direct marketing industry, traditional tactics are still effective and scalable to your goals. Direct mail software can help you reach your customers through this sometimes overlooked channel.  

Direct mail creates a personal touch
Unlike the crowded Internet environment, direct mail allows you to communicate one-to-one with your ideal prospects, according to Business 2 Community. Citing data from TargetMarketing.com, the article said $45 billion was spent on direct mail in 2013, which was an increase from the previous year. Even Google uses direct mail to create a personal touch for customers. 

People often save well-designed promotional postcards, and the same can't be said for email. Direct mail can increase customers' ability to recall information about your brand. Consumers end up on many lists and receive more emails than they are capable of reading every day. Emails are also vulnerable to other distractions. When customers read their inboxes, they can get distracted by other notifications or social media. With all the digital noise, email often isn't as personal as a customized postcard. Marketers have less competition in a physical mailbox. 

                                                               “Direct mail still drives results.”

If companies offer limited-time sales, there's a chance their audience may not see the message until it's too late. Some customers don't check their inboxes every day or they will delete all the promotional messages at once.  Although people throw out direct mail as well, they are more likely to interact with the message before doing so, Entrepreneur magazine pointed out. Data from the U.S. Postal Service revealed 98 percent of people check their mail every day. This makes consumers less likely to get overwhelmed with physical marketing content. 

Just sending direct mail isn't enough                                                                                                                                Sending something to customers' mailboxes doesn't guarantee it will be effective. Mail communications need to be personal to grab the recipients' attention. A compelling pitch catches the eye and keeps attention. In addition, direct mail can build trust. Consumers are more concerned about cyber security than they were a few years ago, and emails can fall victim to phishing schemes. Because of the risks, spam filters have gotten stronger, and even images can trigger the message to be sent to this folder. 

A clear call to action inspires an immediate response. If marketers don't make a strong enough pitch, customers may forget about the mail piece before they respond, Business 2 Community stated. There are a number of options for getting recipients to respond right away. Include a phone number or a specific URL. This has the added benefit of enabling companies to track the results of their campaign 

Direct mail commands attention
One of the reasons direct mail is still so effective is because it has great potential for creativity. Marketers can play on seasonal cues, such as holiday-themed postcards. You can also utilize fonts that appear to be handwritten because it adds a more personal touch. Real stamps give the impression of being smaller-scale communications. With any marketing materials, recipients want to know what's in it for them. Why should customers read the mail piece and pay attention? Using the right mailing software can not only make sure you have the correct contact name, but also that the intended person receives it.

Direct mail has other benefits besides being an effective sales tool. It enhances a brand's reputation and customers have more awareness of products and services. Even though this tactic has been around for a long time, it isn't going anywhere in the near future. Marketers have other options, but direct mail still commands attention.