Direct Mail will never die.

How many years now have we been hearing about the impending demise of Direct Mail? That it’s an outdated marketing approach, that no one wants junk mail, and that it just plain doesn’t work?

Keep on hating I say… all those people that are moving away from the mail box are creating great opportunities for those who recognize the true value that a personalized piece can bring. Fact is, it’s a far different world today than when Direct Mail had its ‘heyday’, but that doesn’t mean it isn’t still a worthwhile approach. Rather than the old ‘spray and pray’ approach, smart marketers today are realizing the power that a well-timed, personalized, physical piece can bring. This means that while the numbers of Direct Mail pieces being sent are down, the messages are much more targeted.

So who IS using Direct Mail effectively?

And those are just a few easy examples. A common thread among the different types of mailers noted above? Targeting. Smart Direct Mail means proper targeting, and customized messaging.

So who is actually responding to Direct Mail? Surprisingly, younger generations are actually showing as a very strong target group.

Of course, this doesn’t mean that Direct Mail is the only approach being used, rather that Direct Mail provides just an excellent way to speak to your target group and initiate action.

The death of Direct Mail will never come. Sure the volumes have declined, but that’s not a bad thing. For those that simply refuse to consider it or will never use it? GREAT. I’ll take your space in that mail box.