How to Deliver Responsive, Real-Time Marketing in the Mail
Philosopher Marshall McLuhan once famously stated, "The medium is the message." In today's world of responsive marketing, with its customized messages tailored to be consumed on everything from smartphones to Kindles, McLuhan's axiom has never been more the case.
In this fast-paced, "always on" world, where customer preferences can be used to hone and target advertising like never before, there seems to be little space left for traditional, direct mail marketing. Or is there?
Direct Mail: This Dinosaur Is Still Roaring
Although it may appear counterintuitive with all the technology buzzing around our heads, we would do well to recall that direct mail still maintains, by far, the highest hit ratio of all marketing channels. A full 95 percent or more of all consumers will receive direct mail messages, as opposed to 40 percent with digital ads and only about 20 percent for email and telemarketing, due to spam filters and do-not-call lists. And in survey after survey, customers in a number of different age brackets also have indicated their preference for the less-intrusive, more-tangible direct mail approach.
Of course, there is a downside: Direct mail is slow. It can take anywhere from three to 14 days for a piece of direct mail to reach its intended recipient, a glacial amount of time when compared to its electronic counterparts. But just as the tortoise beats the hare in Aesop's fable, the slower delivery time of direct mail is not necessarily a hindrance to its marketing effectiveness. Here's how to make direct mail win the race for you.
Staggering Your Mailings
The inelastic nature of direct mail can be remedied by staggering your mailings: Rather than dumping all your mail into the post box in a once-a-month megablast, you can break your mailing into segments and send them out with greater frequency, say once a week instead of once a month. There are multiple advantages to staggered mailings: