What Has Changed With Direct Mail?
When digital was first a thing, many marketers believed that the days of traditional channels were over. They feared that the popularity of digital channels would stifle the growth of old-school marketing methods.
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However, that’s not necessarily the case. In fact, there’s a growing appreciation for direct mail as an effective marketing medium.
Despite some criticism from digital marketers, direct mail remains an effective way to reach customers and prospects. It’s a channel that’s able to provide a tangible, personalized experience that can’t be replicated in digital ads.
What Has Changed With Direct Mail: 1. General Marketing Best Practices & Copywriting Strategies
The basic principles of marketing are still the same as they were decades ago, including the idea of creating a message that will entice your target audience to act. The main difference is that you have to know your audience well and be able to communicate the benefits of your product or service in a unique way.
2. Using Technology to Automate Direct Mail
One of the biggest advances in direct mail over the last several years is automation. Thanks to modern technology, it’s easier than ever to design and send triggered campaigns that are highly targeted and personalized.
This can be a great tool for helping you to nurture new customers, build trust and loyalty with your current customer base, as well as grow your list of potential customers. Plus, it’s a more scalable alternative to sending out batch and blast campaigns.
3. Tracking Responses is Easier Than Ever
Back in the days of paper and manual processes, it was a challenge to track the effectiveness of your direct mail campaigns. It was often impossible to know whether you received a response from your campaign or not and if it was what you wanted to see.
Today, there are a number of software tools that can help you keep track of the progress and success of your campaigns, as well as the responses you receive. These tools allow you to easily measure the effectiveness of your direct mail and help you to make adjustments as necessary for maximum results.
- Integrated Direct Mail: The Same Machine-Learning, Real-Time Data That Powers Online Advertising Has Transformed It
There are a number of new technologies that can improve the way you engage your consumers and prospects with direct mail. This includes predictive intelligence, real-time targeting, and a unified technology platform. This allows you to deliver personalized messages across all of your marketing channels, enabling you to deliver consistent, targeted messaging to your audience.
- Personalized Direct Mail: Variable Data Printing, Proximity, and Mailbox Retargeting are just a few of the ways that you can personalize your direct mail campaigns.
In a world of hyper-personalized digital marketing, it’s no surprise that businesses are looking for a more personal touch with their direct mail. This can be done through the use of targeted mailing lists and advanced direct mail technology like variable data printing, proximity mailing and mailbox retargeting.
