Direct mail does not have to be dull!
Direct mail at first glance might appear to lack the glitz and glamour of digital marketing. No bells. No whistles. But with all the new innovations maybe not! Print technology like spot digital varnish or digital foil have burst onto the the scene in the last year. Are you taking advantage of those new exciting innovations along with variable data capabilities which came into use a few decades ago with the promise of fast, highly personalized campaigns? Smell you ask? Yes you can get scented pieces of mail. Really, The perfume companies have know this for a long time. Is it time for you to start stinking? Sound? Oh yes with little chips you can talk through the mail. If you have the voice for it sing out loud and strong!
As direct mail technologies have evolved, and as email in-boxes have filled with needless spam looking offers, many marketers are finding that a targeted direct mail added into the marketing mix can cut through the clutter and deliver many of the those same advantages that companies have been enjoying from online marketing. In addition, with many offices closed during the pandemic, physical mail is often reaching people when they are home as well as phone calls and this mail into their almost empty mail box might be providing a pleasant diversion from the daily routine of life.
Many of these prospects are welcoming mail as a point of contact with the world outside their homes. The good thing about mail is that you can touch it, you can feel it, you can smell it and you can see it. If you want to taste it I don't want to hear about it, lol. That alone makes a difference, particularly now, when we can't even really touch or see each other. Although direct mail volumes are down significantly that is a good thing for you. As marketers headed off to Zoom-land from last March onward amid the contraction of the economy and marketing budges kept shrinking it opened up more space for those who kept doing what worked. As I call them, the basics of Direct mail, Email and Telemarketing using zooming in-place of face-to-face sales calls. As we move into the start of 2021 and the new year, we are starting to see an increase in direct mail use requests putting aside the slowness because it works! And it holds up one leg of the marketing stool in a way the others can not!