Direct Mail's Resurgence and New Role in Integrated Marketing
In addition, with regards to B-to-C marketing, direct mail, per Target Marketing's 2012 Annual Media Usage Survey, has yielded stronger ROI vs. email for both acquisition and retention. While direct mail and email continue to be the most-used channels, Target Marketing's survey reports that more marketers are planning to focus their budgets on customer acquisition in 2012, with 86 percent planning to use email, and 69 percent using direct mail for acquisition.
Direct marketers are now at the best time and place in the history of our profession. With all the emerging tools at our disposal, marketers can craft effective, engaging and powerful direct mail packages that bridge the offline world to the online and enhance the user experience. PURLS and QR Codes can be added to envelopes, brochures and reply forms, to very effectively link to product videos or webcasts, or to download special white papers, coupons or other product related information. Bridging the offline and online worlds can drive new engagements across audience demographics.
Give your target audience the opportunity to embrace these new technologies within the time-tested direct mail package, and learn from their engagement and sales metrics.
Do your own market research survey and collect the mail that arrives at your home and office each day for the next week or two. Categorize them as nonprofit, subscription, financial (mortgage refinance, credit card), auto insurance and periodicals, and perhaps sub-categorize by package type (envelope vs. self-mailer), and see for yourself. The greatest value of this resurgence is that you once again are able to engage and interact with interesting, valuable offers on your own time and in the privacy of your home.