While many industry experts are calling 2010 the year that will “kill marketing as we know it”, some feel that we shouldn’t be so quick to write off some of the good ole’ tried and true methods. I just read an article in the Wall Street Journal that further convinced me. The article, “Firms Hold Fast to Snail Mail Marketing” talks about several companies who made a shift away from their direct mail campaigns and found their business suffered direct losses from eliminating this type of communication with their customers and targets.
Direct mail marketing can still prove to be a very effective way to reach customers and prospects. Especially for small businesses with a unique offering who are looking to stand out and continue a dialog with their audience. I think the main issue with Direct Mail though is that it needs to be done smartly, with consideration that people are constantly being bombarded with messages, offers and promotions through other mediums. Direct mail should not equal waste. It should not be a waste of time for the recipient, environmental resources or budget dollars.
Businesses who plan to use Direct Mail as a part of their marketing efforts in 2010 might consider committing to make their campaigns more effective and less wasteful by putting in place “greener mail” initiatives. Each year, the US postal service attempts to deliver billions of pieces of mail that will never reach their intended recipient due to being undeliverable-as-addressed (UAA). Using tools that verify and standardize addresses is a quick and cost effective way to reduce the impact of direct mailings.
Posted by: Gretchen N.