Forbes has another great article on the effectiveness of traditional direct mail marketing combined with modern tech. This is exactly what we specialize in here at IMG. Here's a quote from Forbes:
"Direct mail efforts without demographic-based strategies can be a waste of money. These days, you can use technology to pinpoint target audiences. If your core customer group is within two miles of your place of business, don’t send to a 10-mile radius. If your products are best-suited for senior citizens, don’t send offers to millennials. And if you want apartment dwellers, it’s silly to send direct mail to McMansions. Too many businesses throw money to the wind because they aren’t specific about reaching their core audiences at the right time. Technology affords us the ability to only send to specific zip codes, neighborhoods, etc."
One reason is simply that direct mail has better targeting data. As much ink is spilled about how much personal data Facebook and Google know about us, direct-mail data still reigns supreme. “Advances in data-gathering, combined with the ability to segment and model with more precision than ever before, enables heavy-duty microtargeting with direct mail,” writes Andrew Fegley, president of Remarketable, in a recent post for Entrepreneur.
Direct mail also helps to boost your other marketing channels. “In fact, The Little Book of Bigger Returns found that when direct mail was used as part of an integrated campaign, it boosted those brands’ ROI by 20 percent and helped improve the lift of online campaigns by a whopping 62 percent,” reports Fegley.
Entrepreneur.com has a nice article on some of the most common mistakes made when starting out with direct mail marketing, and how to avoid them. Here's a short excerpt:
Every list requires a little regular "house cleaning." You must even perform an NCOA on your own house file (compare the file to the National Change of Address list and update the addresses of those that have moved). You also want to make sure to NCOA lists you buy or lease. This will keep you from mailing to inaccurate addresses, or outdated addresses of people who have moved. Then you want to scrub all your lists of duplicates – especially if you’re mailing to more than one list that may be drawing from the same population. And you want to compare all your lists to Suppress files of people who are deceased, in prison, or whom you don’t want to receive your offer for some reason. An unclean list will cause you to waste money – and you won’t be reaching the true prospects you need to reach.
Our mailing lists are proven to be among the best in the industry and will help you avoid these mistakes!
Business2Community recently had an interesting post on the top 4 reasons that B2B direct mail marketing still works so well. Here is an excerpt:
Choosing direct mail as your B2B marketing medium doesn’t mean you have to abandon technology altogether – in fact, it can be successfully integrated with other channels. Finding the right “marketing mix” is an essential element of building business relationships with the right people.
Using direct mail in tandem with a combination of email, telemarketing, and social media can prove highly effective. You might include your social media contact details in a piece of direct mail, for example, or add PURLs (personalized URLs) to your letters. The latter enables recipients to respond to your direct mail marketing message via a personalized landing page – once there, they can access further useful content, such as blog posts and eBooks.
This article from The Sequitur makes for a great review of all the advantages provided by direct mail marketing in 2016. Here's a short excerpt:
By using some carefully developed lists, you can target your mailing a lot more selectively than you can with most other media, like audiences, consumers and email marketing. You can reach almost any market segment, buyer profile, or area you feel is the most appropriate for your business. By doing this you can pick and choose who you send your letters and products too depending on how likely that type of person would be to respond, therefore giving yourself a better chance of receiving responses from people.
You can also make your mail more personal, by addressing people directly, and using informal language in your letters to appeal to the interest of the reader directly, by doing this you can appeal to them as a friend rather than a business.
Not only do you get benefits, but readers do to, because direct mail is a lot easier to respond to. You can include order cards or return envelopes, which make it a lot more convenient for people, as well as saving them time and money by providing them with the things they would otherwise have to go out and purchase in order to respond.