Digital marketing is getting much better by being more personalized, customer specific, real-time interactivity and systematic than ever before. At the same time, you see no sign of direct mail being disappear. With the new technological advancement and inventions powered with real-time reports, maximum reach with no time, is direct mail competent enough to survive these digital strategies? Yes, direct mail marketing strategy is still relevant, timely, customer focused and contemporary method to connect with existing customers and prospects.
Direct mail marketing has been evolved from sending a just postcard, there are more than one way to enhance your direct mail by curating customer specific mail content, target market and its optimization. New ways of direct mails includes postcard that come alive, QR code, high quality images, sensory mails, direct mail with audio message and others digitally driven direct mail. These reactive direct mails when included in the core marketing strategy it’s much more effective and delivers maximum ROI of all marketing campaigns.
Why direct mail marketing is still popular?
Many things have been said and written about the existence of direct mail marketing in this new age digital marketing trends. Unlike digital marketing channels, direct mail’s innate feature of physical form, its impact on your customers and prospects stays for longer period as compared to other marketing channels. One of the main reason why it is still popular amongst new age marketers because it has a unique quality of being in physical form of marketing channel.
Below are the top four reason that justifies why direct marketing is still loved by new age marketers:
Programmatic Direct Mail Marketing
Direct mail marketing plays a significant role when it comes to programmatic advertising and marketing. Programmatic marketing strategy is the algorithmic buying and selling of advertising space that too in real-time. During the entire process a software is used for buying, ad placing, and it’s optimization in an automated method through media inventory system. The new technology enables marketers to get the best of the both worlds by viewing direct mail in live stream, and does real time tracking responses, conversions, geography tagging and other attributes. Direct mail’s entry in programmatic marketing channels is a dynamic suit that renders and send personalized mail through postal services I less than a day’s time.
Combats Digital Marketing Challenges
Unlike digital marketing channels, direct mail does not face any concrete challenges like email subscribers retention, increase in unsubscribe rates, email sender reputation, spam trap hits, bounce rates or IP blocking issues.
Reinstate Digital Customers & Prospects
By synchronizing your direct mail marketing campaign with your cloud marketing or CRM systems can help you to connect with your online customers and prospects in form of visitors, readers, and audiences. Thus, you can re-connect with them and strengthen your marketing pitch, resulting to close more business opportunities and sales deal.
Metric Driven Direct Mail Campaign
Just like digital marketing channels, using metrics and KPIs to monitor your direct mail can help you to get maximum ROI. Metric like CPA (Cost per acquisition), net response rates, gross response rates and cost per mail can be used to monitor and analyse your direct mail marketing activities.
Direct Mail Marketing is here to stay!
Marketers who feels the new age digital marketing channels can do without direct mail campaigns, must rethink. As they are really missing out on something valuable which only direct mail is capable to do i.e. great customer relationship and high conversion rates. A good captain always goes down with her or his ship. Direct mail marketing has been remarkably resistant to digital marketing advancement and growth.
With all technological advancement in marketing domain we witness quick shift from one marketing trend to another, you may ponder that how long ‘direct mail marketing’ will survive? But even today, direct mail marketing is a core ingredient of various marketing strategy of many organizations.
Thus, in more than many ways, coping up with modernised marketing approach and with augmented reality approach direct mail is still effective and relevant, showing no sign to disappear at any time soon. Take your brand to next level by tapping into direct mail’s potential and get maximum ROI by building strong customer relationship.
About the Author
Michael is the Marketing Manager at Ampliz, specializing in email and marketing database management software, editing blogs, case studies, and guides. He tries to make the world just a bit more pleasant enough by working on strategies that would help them prevent and eliminate spam in terms of email marketing