Monday, April 4, 2011

Direct Mail: The Forgotten Piece

Recently I have noticed a trend in large companies reverting back to the tried and true direct mail method of marketing. Over the past 5 or so years, direct mail seemed to have gotten this notion of being the ugly form of marketing. Many companies have steered clear from direct mail marketing for many reasons, it’s not eco-friendly, it costs a lot and it doesn’t seem to work. The funny thing though is large companies are still sending out hundreds of thousands of direct mail pieces each year. Why you might ask, because it is one of the highest ROI channels out there. With the evolution of smart phones and QR codes, it has become increasing easy for companies to drive traffic to their website.
Direct mail is easily targetable, you can control costs and most importantly you are able to scale your direct mail efforts. While direct mail is an important component in any multichannel marketing campaign, if you don’t utilize your other channels correctly you probably won’t achieve the level of success you are looking for.
We all know that email is cheap and easy, and that social media can give you the coverage you are looking for, what about direct mail? Some organizations seem to be afraid to use direct mail in their marketing efforts because of the cost associated with sending out mass mailers. But the important thing to keep in mind is your traffic source. Different prospects are brought forward through multichannel marketing efforts and you don’t want to miss out on those marketing opportunities.
For those companies who are still on the fence with direct mail pieces, the best way to understand if your marketing efforts are working is to measure your success. There are many measurable tools available for businesses to measure their marketing efforts, especially for direct mail pieces.

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