As more and more of one’s work and personal life shifts into the digital zone, it’s easy to consider abandoning direct mail marketing initiatives. But it’s important not to be too hasty. The Direct Marketing Assn. found that more than 75% of recent campaigns used direct mail—generating almost 30% of the associated revenue. Incorporating digital media into an integrated campaign is a great idea, but be sure it is a complement to, and not a replacement for, traditional marketing channels such as direct mail, events, and direct advertisements.
Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.
To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.