You have probably heard marketing people say that direct mail is finished. Well, that’s just not true. As non fashionable as it is, mail still works. And in some cases it can be very powerful.
In the US, the spend on direct mail in 2011 will end up being around $60 billion. That’s some 40% of the combined spend on search, display, email and mobile advertising. There is no reason to believe that the relativity is any different in Australia.
Of course, you have to look beyond mail. It is only one of the channels available. But it certainly should be considered in the marketing mix. It should be considered because there are so many examples of it working well during the last twelve months and also because it has some very clear strengths:
Staying power: The reality is that mail hangs around. This is useful, particularly where you are dealing with something that is a considered purchase. Mail can stay around the home or office and be referred to over and over while prospects consult and discuss the pros and cons of buying.
Proven acquisition success: So many companies are still winning new customers by using mail. And not just any old companies. The biggest digital powerhouse of them all, Google, is now using mail!
Impact: Have you received a wedding invitation recently? Funny isn’t it how it came in the mail. It was so important, mail was used. The carefully chosen paper stock alone told you how special it was. You see, you touched the stock with your own hands. There is no sense of touch with SMS or email.
With the extensive range of digital and non-digital channels available today, it is best for marketers to be media neutral. All channels can be effective in particular situations and all should be considered – including mail - for a comprehensive marketing mix.
