Why Your Business Needs to Make Room for Direct Mail

At virtually every level of every industry, there’s evidence to suggest that we’re head-over-heels in love with the digital marketing platform. The basis of this love affair is easy to understand – after all, marketing emails, social media, and other forms of digital advertising are an effective way for many companies to sell their goods, and generate public awareness.

Trouble in Digital Paradise?

Many a marketer is quick to admit however, that life’s not always a bowl of cherries in the land of digital love:

And on the digital ad front,

Like any other relationship, we shouldn’t expect to get everything we need from a single source. While marketing technology represents a full third of today’s advertising budgets, less than two-thirds of marketers believe their current advertising strategy is actually effective.

Isn’t it time your business made room for direct mail in its multichannel marketing line-up? More than half of all consumers say they prefer companies to use a combination of mail and email when communicating with them. And the very fact that the terms multichannel and omnichannel marketing even exist, should speak volumes to any company that has yet to explore the benefits of including direct mail postcards and brochures in their promotional campaigns.

Multi-Source Marketing Benefits

The Data & Marketing Association (DMA) confirms that, “Direct mail continues to serve as a key driver in most omnichannel marketing plans. It’s complemented well by online efforts, and fills a much-needed niche.”

Whereas online marketing is described as:

Direct mail is known to be:

Did you know for example, that 2.5 billion direct mail coupons were redeemed in 2015 alone?

The physical, tactile properties of direct mail naturally encourage consumers to DO something in response to receiving it – which explains why its 2015 DMA-reported response rate was nearly 600% greater than that of all digital channels combined. With superior results like these, direct mail is a worthwhile promotional investment.

Direct mail isn’t necessarily better or worse than digital, but it is commonly under-utilized in today’s marketing efforts. The reality is that direct mail is often the anchor that drives the overall success of a multi-source marketing plan. As one of the most measurable facets of any advertising strategy, postcard mailers and other direct printed materials can improve the quality of campaign analytics, at the same time as they help to drive website traffic and support brand building tactics.

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Mike Ryan :