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Is direct mail part of your integrated campaigns?
“67% feel direct mail is more personal than email”
Businesses have been reaping the benefits of direct mail for decades, but the increase of technology into the marketplace has changed the way advertisers include the medium in campaigns.
Last year, direct mail became a more integral part of multichannel campaigns, reaffirming its place among the most effective marketing strategies. Direct mail is expected to continue supplanting its position as part of an integrated campaign.
Integral to reaching all customer segments
According to Forbes, the younger generation is less likely to have a high net worth. With advancements in modern medicine, seniors have become a viable long-term customer base. Having more established finances, older people are a potentially lucrative audience. They're perfect for the direct mail medium because unlike a less flexible, younger demographic, Forbes reports seniors are more likely to read. The content of direct mail piece drives its quality, but if it's not read, it becomes useless.
Customers feel more valued
It's important for businesses to understand that there is no better or more sustainable source of new business than current customers. That means companies focusing on efforts that will help customers feel more valued - direct mail helps to do that. According to DMA, 67% feel direct mail is more personal than email.
Combining channels
Over the past year, marketers have increasingly started to incorporate direct mail as a leg of multichannel campaigns that offer both physical and digital mediums. In 2014, marketers are expected to increase their own understanding of how the techniques work together. With a better understanding of how individual mediums, like social media and direct mail complement one another, advertisers will be capable of combining strategies with more finesse, which will enable them to extenuate the benefits of techniques while muting their disadvantages.
Throughout the next year, direct mail marketers will need to focus on ensuring that their organizations are implementing the best possible practices. That means more dynamic strategies, targeting more lucrative audiences and working toward a system that doesn't ignore current customers to chase new leads. It also means embracing technologies that are going to help streamline internal functions. With mailing software companies can consolidate postal operations. The software uses sophisticated programming to automate a number of the more laborious aspects of the process, including presorting mail and generating required postal reports.
