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Direct mail is still a great way to reach customers
If you engage in direct marketing, it may feel like you're always on the hunt for the next big thing. The tactic you've been looking for may have been direct mail all along. Utilizing address correction can help you make the most out of direct mail campaigns to maintain this highly effective channel.
Digital marketing methods have been receiving far more attention in the past few years. It seems like there is a new one every week, leaving marketers scrambling to catch up with the latest trends. However, the underlying principles are the same, and sticking to the basics of good marketing ensures that tactics like direct mail can maintain a long shelf life. Data-driven marketing is very popular right now, but it still has applications when it comes to mail campaigns, according to ClickZ.
In fact, direct mail was at the forefront of the data-driven marketing movement a long time ago. For example, Sears sent catalogs to customers in rural areas in the western U.S. in 1888 because these individuals wouldn't have access to physical store locations, the source said. The company saw an opportunity, and this is an early instance of segmenting customers.
Is digital marketing crossing the line?
Consumers want targeted offers, and many are willing to share information with brands in exchange for a discount or reward of some kind. However, shoppers are increasingly expressing concerns about their digital privacy, according to a recent study from OpinionLab and reported in Direct Marketing News. Customers are wary of their digital movements being tracked, and they are even less keen on being followed around physical stores through GPS technology on their phones. Eighty-percent of shoppers said they were not in favor of this, even if it would lead to a better, more relevant in-store experience. This figure included 77 percent of millennials, who are typically more willing to share their personal data in exchange for some kind of benefit.
The rapid advances of digital marketing are bringing privacy to the center of attention, particularly in the wake of several high-profile data breaches. These trends may boost the effectiveness and relevancy of traditional marketing channels, such as direct mail, because consumers view them as less invasive. Customers have clearly expressed a preference for personalized forms of communication, but marketing messages from brands can't cross the line or shoppers will lose trust.
Direct mail gives marketers the opportunity to send highly personalized, targeted messages to a specific segment of their customers. Recipients will take notice because unique mail pieces stand out in the world of digital noise. Direct mail doesn't need to be viewed as an outdated marketing channel - the same principles apply. You need to identify a customer need and offer a solution. This is a valuable way to build trust and continue the relationship with your target audience. However, technology gives you a way to boost accuracy and therefore maximize the return on investment of your campaigns. Address verification can ensure all the information in your database is consistent so postcards and letters reach the right people.
