Is direct mail still relevant? This is a question many business owners are asking, and it’s a good one considering that we now live in a “digital first” climate. But if the feedback we receive from our clients is any indication, marketers should not be so quick to dismiss the tangible, tried-and-true direct mail method of reaching and retaining customers; in fact, they should be open to a “print first” approach instead.
How to Use Direct Mail
Perhaps you have heard the phrase “arrows in the quiver,” as it’s an age-old metaphor that is often applied to marketing tools. The more “arrows” you have, the better your chances of hitting the target. In this case, the target is your ROI goal. You can think of direct mail and digital marketing as arrows in your quiver of outreach tools; both are necessary to implement into your marketing plan in order to have the most promising results. We recommend using direct mail as the anchor of your marketing plan, then complementing it with a digital program in order to deepen your reach.
Why Take a “Print First” Approach?
One key reason is the cluttering of the digital space. So many marketers have gone exclusively digital that many users now rely on ad blockers to ward off all the videos, banners and clickbaits that intrude on their daily browsing experiences. Taking a “print first” approach can offset the loss of users who filter your digital ads out. Print first, complemented by digital, is the most sensible strategy for businesses that watch their ROI closely.
In our years of experience providing direct mail marketing services, we have seen verifiable proof that direct mail is still relevant in the digital marketing age – highly relevant, in fact. To discuss your direct mail questions and seek customized insights for your organization, contact the direct mail specialists at OverflowWorks.com.