Will direct mail stay relevant in 2015?

Published January 7, 2015 at 8:54 am

Although it has been said more than once, the notion that direct mail is “dead” is a common misconception. Although digital marketing strategies have become increasingly relevant and popular, traditional tactics like sending an offer right to your customers’ doors can be a highly effective way of building loyalty and generating sales.

With this in mind, here are a few reasons why direct mail continues to be an important part of any integrated marketing strategy:

It allows for close targeting. With direct mail, you can research your target audience and design an offer that they will be interested in. This way you are able to increase your customer base by appealing to people who are likely to be interested in your product or service.

It’s cost effective. Direct mail allows you to adjust your campaign as needed. One of the benefits of direct mail is that it allows marketers to test the performance of their campaigns and offers. This makes it easier to see what’s working and when it might be time to try a different approach, or increase the number of mailings.

It has a personal touch. This blog has often emphasized the importance of creating a personal, or human touch with customers. Customers want to know that they are interacting with other human beings, and direct mail gives companies the opportunity to reach out and deliver the level of personalization that helps build loyalty and a strong brand reputation.

If you have customers located in different regions, you may want to create direct mail materials that allow you to market to each unique customer base. With automated marketing software, you can coordinate and execute cohesive marketing campaigns across various geographic regions while staying on brand, and within budget.