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The Case for Direct Mail Marketing

Posted by: Rod Kurtz on July 8, 2008

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.

Mike Maguire
Structural Graphics
Essex, Conn.

Reader Comments

doug webster

July 16, 2008 12:11 PM

Well said Mike ! In the frenzy to capture new sales through all things digital, the power of direct mail and other traditional marketing channels should not be ignored.

What I see happening within most large corporations today is the "Silo Effect." These companies have collectively invested billions of dollars in digital and interactive marketing channels, but the interactive group doesn't communicate with the marketing group, who doesn't communicate with the direct mail group, who doesn't communicate with the customer service group who doesn't communicate with he interactive group.......and around and around it goes.

The resulting multiple outbound messages produced by these Silos are often confusing and even contradictory. There are a few notable exceptions in Corporate America today, but within most large corporations, these Silos are a reality.

In today's interactive world, most messages are "direct" in nature. For traditional Direct Mail Marketers, the "ask" or "response pathways" might be changing, (ie: the desired response is to drive recipient to an interactive landing site and a full compliment of behavioral analytics) but the statistical validity of traditional marketing channels cannot be ignored !

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