November 2016 Printips
The Elements of Direct Mail That Lead to Marketing Success
If you’ve been reading our most recent newsletters, you’ll notice a theme – that traditional direct mail, email, and social media work best together. All have their places in a marketer’s tool kit, they do not cancel the need for the others, and they may even work symbiotically as when a post card is sent offering a premium if the recipient provides an e-mail address or likes a social media site.
Some Audiences Prefer Traditional Direct Mail
While we acknowledge the growing importance of email and web-based communication to reach customers and prospects, computers and mobile wireless devices like smartphones cannot by themselves reach everyone in a business or organization’s target market. That could change as the use of mobile wireless devices spreads (which is happening rapidly), but until that time, traditional direct mail still has a valuable place as a marketing tool.
Traditional direct mail is a good choice for some audiences (such as an older demographic whose adoption of web-based communications may be lagging younger audiences) and for anyone who clearly states a preference for direct mail.
Traditional direct mail is also a good choice for businesses and organizations whose target audience is local. Sustaining membership campaigns, fundraisers, and financial support appeals by community-based non-profits are good examples where outreach by traditional direct mail to the homes of donors is likely to outperform email or web-based appeal.
Anticipating the addition of, or even the switch to web-based communication, businesses and organizations are collecting e-mail addresses and starting permission-based newsletters and blogs. But until that task is complete, traditional direct mail could be the only way to reach a customer or prospect.