Direct mail has become a marketing strategy that almost guarantees strong ROI.
There was a time when people thought social media and the decline of handwritten letters would lead to the end of direct mail as an effective marketing tool. We’ve even seen a common reaction from business owners when we tell them direct mail is more important than any Facebook or email marketing campaign—total surprise.
But it shouldn’t be a surprise. When coupled with other forms of marketing, direct mail has the highest response and retention rate of any type of advertising. And it only gets better. As technology improves and as direct marketing strategies become more fine-tuned, mail can only grow in power and importance.
This blog explores some of the major advances in direct advertising in 2020 and how Presort Inc. can best use it for your business.
Imagine being able to target a specific neighborhood or street with your mailer. Now, imagine being able to target a particular demographic within that area. Take that a step further: Imagine you can send personalized direct mail pieces to individuals. Micro-targeting allows you to reach the audience you want in a unique way.
People want personalized experiences, and direct mail is an effective, direct, and even fun way to get your message across. The issue with relying on email and social media is it clutters the user experience, overloads recipients with information that must be acted on immediately, and can be seen as unsafe. Direct mail is tangible, and when combined intelligently with social media and email campaigns, you can reach the prospect with a highly personalized, targeted, welcome message, and not something that’s ignored and deleted.
Direct mail is tangible, and when combined intelligently with social media and email campaigns, you can reach the prospect with a highly personalized, targeted, welcome message, and not something that’s ignored and deleted
Marketers that already use gifting and swag internally for sales, HR, and customer service teams can easily expand this to consumers. Swag and gifting are one way companies spread awareness and develop relationships between businesses and teams. These concepts can easily extend to the consumer, especially if the gift or swag is targeted specifically to the recipient for maximum exposure and value.
Traditionally, direct mail was used for events such as large sales or networking functions, and it works well in tandem with more conventional marketing methods. We predict that in 2020, direct mail will become part of larger marketing campaigns or be used as the centerpiece of enterprise-wide initiatives, instead of just being a smaller-scale tactic.
Presort Inc. is committed to helping your business excel. You can count on our direct mail industry expertise to make a meaningful connection with your target audience—one that’s powerful enough to strengthen your bottom line. Reach out to us today to get started!