Direct Marketing is a method of addressing the consumer specifically with mail or an email to obtain a beneficial relationship with said consumer. The most common usage is direct mail pieces. I am sure everyone has received a Publisher’s Clearinghouse letter informing them of their new riches. But did this over saturation and lost promises kill direct mail?
Most people have received “junk” mail and simply thrown it away. Other people have found these pieces useful and in fact look forward to receiving them but has the birth of the Internet put the nail in the coffin for direct mail? No. Because if the piece is strategically presented to the right target audience you and client can reap big benefits from this old media. Many of them, however just do not target the right person at the right time and become amoeba floating in a sea of mail.
The obvious benefits to marketers are the quantifiable results. But a fresh new approach to direct mail could be the answer to a new life. For instance, using a viral approach to your direct mail campaign giving benefits to those who can spread the word. This could be particularly useful when discouraging calling in to customer service. At my company a big premium is paid to the call center when it goes from IVR to live person. By getting the word out and cutting down on calls to the center savings could be posted on both ends of the spectrum.
How does mail achieve this any more cost efficiently than email?
Strategy involving targeting the right people and great creative that encourages sharing the mailer is the answer. A postcard would be nice but an interactive postcard with important dates and great call to action would persuade consumers to share the piece and get great savings and so on.
In the end direct mail lives on but must find ways to survive in an electronic age where the computer is faster, cheaper and gives a better ROI.
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