If you have been following developments in the Digital Marketing arena over the past few years, you will have noticed the excitement that has been floating around out there. This followed developments in Social Media Marketing, Email Marketing and other Digital Marketing disciplines. With all this noise, one would be excused for thinking that Direct Mail is in its last throes. However, far from being the case, it remains relevant and should be part of every Marketing executive’s strategy. So, what is Direct Mail and why should you use it instead of Email?
At YMS, we pride ourselves at being one of the best Direct Mail Services providers that can be found out there. We work with partners who have the cutting edge technologies that are needed in order to help you create professional grade Direct Mail material. This includes the following;
The fact that Direct Mail has resisted the sweeping changes that have been taking place around the world shows that it remains a force to be reckoned with in the world of Marketing. The following are some of the major advantages that Direct Mail has over email;
If you have an email account, it is more than likely that you receive marketing messages from a wide range of companies on a daily basis. However, like most people around the world, you don’t bother opening them. That is the major problem with Email Marketing. There is such an information overload that most people are just not bothered with opening marketing emails.
Although Direct Mail is often classified as Junk Mail, it does have a greater chance of success than Email. People have, on the other hand, traditionally been conditioned to open Direct Mail. Of course, a lot of physical mail also gets thrown down the garbage chute, but you have a greater chance of reaching out to your target audience using this method.
A major setback for Email Marketing is the fact that it is not that selective in terms of who receives what message. You have spend years building that Mailing List, right, and can’t wait to sent advertising material to everyone on it? Well, that is all well and good, but have you ever stopped to consider whether or not the message that you are sending is relevant to everyone who is on your mailing list?
The great thing about Direct Mail is that you have more control over who the recipients of your material are. You are not just sending them out to a blanket mailing list. Instead, database analysis allows you to know exactly who your target audience is. This makes it more likely that your efforts are going to generate leads and conversions.
Another great thing about Direct Mail is that it comes with a lot of material flexibility. This just isn’t available with Email Marketing. What do we mean by this? With Direct Mail, the only limitation is your imagination. Do you wish to send Christmas card style marketing materials towards Christmas? How about glossy brochures and newsletters? Of course, it is possible to send this type of material using Email. However, the impact in this regard, is rather limited. People are more likely to open and keep such materials when they are deliver on paper and not via email.
This problem is not available with Direct Mail. Here, you have the opportunity to create trust between yourself and your prospects. People have been, in general, conditioned to trust material that comes to them in print format. The message is, itself, also not fleeting. You know how you instantly delete the few marketing emails that you actually bother to open ? Well, there is something long lasting about paper. People may throw it onto a table or even into the rubbish bin. However, the fact remains that it will remain within eyesight, and as long as it does, there is a chance that the message that you wish to put across will be hammered into place.