A few years ago, there were fears that Direct Mail was on its deathbed and would soon go the way of other pioneering technologies. Digital Marketing was just taking root, and what could compete against Email and Social Media Marketing? There was, it had to be said, good reason for people to be worried.
Instead of finding pen and paper, writing a letter and mailing it using traditional Post Offices, people could now sit on their computers, type in whatever it is that they wanted to say, click send and in a few seconds, a person at the other end of the world would have received the message.
Contrary to these doomsday prophesies, Direct Mail remains a force to be reckoned with across the world of Marketing. We have previously produced an article in which we talk about some of the reasons why people will open your Direct Mail. So, is Direct Mail junk or is it worth it? Here are a few answers to this question.
One of the reasons why Direct Mail is still around is the fact that most people trust this it better than Digital Marketing. Its not really difficult, all things considered, to see why this is the case. Things such as brochures, flyers and other direct mail materials have been around for quite some time and, during this time, people have learn’t to trust these items in a way that just not possible when it comes to Digital Marketing.
Developments within the Digital Marketing world have also not helped things. If you have been following the news, you will have heard about the Wannacry ransomware that attacked a large number of computers across the globe. Most types of malware are spread through infected Email attachments, making people rather reticent about opening unsolicited messages.
We are not, in this article, going to needlessly extol the virtues of Direct Mail. It is a fact that a large chunk of Direct Mail ends up in the dustbin, a fate that is similar to the one that is visited on a large number of emails.
However, it is also a fact that there is something that is less intrusive about Direct Mail. That is a major reason why it is safe to say that far from simply being junk mail, this type of reaching out to customers remains effective today as it was a decade or so ago.
In fact, Direct Mail has been witnessing a resurgence across the globe, with companies across the board realizing the virtue of reaching out to prospects using banners, brochures and other Direct Mail tools.
Another reason why Direct Mail remains relevant today is the fact that it can be used in sync with Digital Marketing to help increase engagement with target audiences. We noted in another articles that it is possible for you to make use of Direct Mail to increase click-through rates in Email marketing.
How, you may ask, does this work? Not only has it become common for people to have their email and website addresses on such Direct Mail materials as business cards, banners, brochures and flyers, but it is also possible for you to use these items to ensure that the people whom you are targeting a familiarized with your brand beforehand. You can time your emails to arrive a day or two after your Direct Mail has arrive on your prospects doorsteps.
Another thing that we need to take cognizance of is the fact that most people regard Direct Mail as junk mail. That is a major reason why so much of it ends up in the rubbish bin. However, from a Marketing stand point, the extent to which the brochures, banners and other items that you send end up being Junk Mail is largely dependent on your level of planning.
A matter of relevancy
A major reason why this is the case is that people tend to send out material that is not relevant to their target audiences. If you read this article, you will understand some of the reasons why it is better to personalize and customize Direct Mail. Doing so increases your chances of success, largely due to the fact that you will be sending out material that is relevant to the people that you are targeting.
Purchased Mailing Lists make Direct Mail Junk Mail
A major driver behind this lack of relevancy is that some people in Marketing have gotten too lazy to come up with proper mailing lists of their own. Let’s face it, technology has largely simplified things on our behalf, which is a major reason why people would rather take shortcuts.
However, a purchased mailing list is usually composed of the names of people who have absolutely nothing to do what you are looking for. This targeting of the wrong audience is what turns most Direct Mail into Junk Mail.
Get Your Marketing Stuff Professionally Done
Having noted that Direct Mail remains relevant in today’s Marketing arena, it is important for you to make sure that everything that you send out is of the highest quality. Your brochures, banners and flyers are your brand ambassadors. That is why you should ensure that they are of the highest quality, lest you drive away the very people who you are trying to attract.
At Your Marketing Stuff, we have everything that you need to print and mail out world class Direct Mail material that people will actually read and keep. You can use the tools that are on our portal to create the following;
YMS works with EZ Discount Printing, one of the world’s best know Direct Mail printing company, to make sure that only the highest quality material reach your customers at the most opportune of times.