Many companies and organizations try to find new opportunities to reach customers and prospects in this increasingly digital world. Online advertising, online campaigns, and other digital-based techniques usually replace traditional marketing strategies such as direct mail campaigns. Not many realize that direct mail marketing still offers one of the most consistently effective forms of advertising today. In fact, direct mail marketing is more effective than ever when properly executed and targeted.
What is Direct Marketing?
According to an article, written by Calia Roberts
Direct marketing is a sales technique involving unsolicited contact with potential customers from companies trying to sell products. A direct marketing campaign typically includes certain components, such as addressing potential customers and asking those potential customers to take immediate action, including calling or visiting a website. Common forms of direct marketing include email, online advertisements, promotional letters, catalog distribution and mobile messaging.
Direct mailing is highly targeted. Each campaign can be directed towards a specific, targeted audience from an old customer, to a new prospective. It can be personalized by using variable data, where you can personalize the message, the photo/image, their name, etc. In the article titled, The Effectiveness of Highly Personalized Direct Mail it states, “Highly personalized color direct mail was found to typically generate a 6.5 percent response rich – which is over three times higher than the usual 2.0 percent response rate that occurs as the result of non-personalized direct mail. Direct mail marketing is also cost effective.”
Despite the focus that other forms of marketing are currently getting, direct mailings prove to be a well-deserved place in well thought-out, planned, marketing campaigns. The flexibility, affordability, and easily manageability of direct mail makes it an excellent choice for your company if it wishes to develop a solid marketing program.
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