It seems more and more marketers are starting to realize that Direct Mail may not be the black sheep of the marketing world, and that the much talked about ‘death of direct mail’ may in fact be seeing a ‘resurrection’.
I read a great article written by Chris Rimlinger published in Target Marketing Magazine that talks about how Direct Mail Shines in Multichannel Marketing, and he is BANG ON. In the article he talks about 5 key ways that great Direct Mail contributes to an effective Multichannel Marketing strategy.
The fact is, nothing impresses like Direct Mail. Every medium has its own bells and whistles, but I’ll make the bold statement that Direct Mail HAS THE MOST. Direct Mail has
- Tangibility
- Impact
- Targetability
- Trackability
- Personalization
It’s also one of the least cluttered mediums these days, adding to it’s visibility. With a well-targeted campaign, Direct Mail can provide the perfect lead off point to any multichannel campaign by driving customers to a website, a phone number, a store, a QR scan, the list goes on.
In today’s world of rich content it also works as a great way to continue to provide your customers with ongoing value. As the owner of a credit card from our local grocery store (I’m addicted to gathering points…a loyalty marketer’s dream!) I receive quarterly magazines featuring stories and recipes that feature products found in their store. Brilliant! I enjoy the magazines, and they pull me into their store with them. And that’s only because it was put in my hand – the same issue in my email inbox would likely have been victim of my ‘hastily delete anything unimportant’ mentality.
Believe it or not, Direct Mail is here to stay.
