Direct Mail Innovative Marketing Tool for the Modern Age
I don’t know about you but I enjoy going to the mailbox to get the mail. All too often today everything is digitized and online, and getting a simple piece of mail has become a bit of a relief to me. I love perusing catalogs, postcards, and coupon packages to see what is available for me to take advantage of in my neighborhood. You can say that I do this because I am in the business of direct mail but I am not alone. Forty percent of consumers say that they have tried a new business after receiving direct mail while seventy percent have renewed relationships with businesses that they had previously ceased using because of receiving a direct mail piece. Journal of Marketing
Along with the fact that people do respond to Direct Mail, it has become very innovative with its ability to integrate with other marketing avenues and with the influx of new technologies that are now available. However, far too many businesses continue to disregard Direct Mail, seeing it as a dinosaur or relic and therefore miss out on the great opportunities that only Direct Mail can provide.
Innovations Breed Personalization
With variable printing you can now personalize so many things on a direct mail piece; the ideas are almost limitless. With data innovations you can access more customer information so you can tailor your copy, images, and even colors on direct mail pieces to suit the individual you are sending the direct mail piece to, improving the odds that they will respond to it.
Direct mail, landing pages and email marketing used in a strong, well thought out marketing campaign is a win-win combination for today’s companies. Use direct mail to prospect for new customers and get them interested in your products and services. Use a landing page to capture emails or phone numbers and continue the conversation your direct mail piece started through email.
Other useful innovative ways to integrate direct mail is to use a QR code on your mailer that leads the viewer to either to your website or a landing page, or that advantage of variable data by printing a personalized URL (PURL) on your direct mail piece that leads them to a personal webpage tailored just for them.
These are only a few of the innovative technologies that you could benefit from by using Direct Mail. Any way you look at direct mail shows it is a direct marketing medium that should not be ignored.
If you are interested in creating an innovative direct mail campaign, give one of our direct mail experts a call at 561-350-8146 and we will be happy to help.