It seems as the world gets even more and more digital, the place for direct mail marketing may appear to be ebbing. However, this article recently highlighting a large printer and marketing communications firm similar to Plumb Marketing agrees with us, direct mail can be a very important and effective tool in future marketing.
One of the keys to future marketing is personalization. This does not mean just addressing a person using their names, but instead, it means incorporating what we know about their personas into the message. We now can track what pages people visit on websites, how long they hover over an article or image, even the type of device they are accessing web based information. Using this information inside of any call to action can be incredibly powerful when speaking to a prospect to gain brand awareness and loyalty.
Another point made in this article is that direct mail may have been waning over the past decade. But a resurgence of effectiveness is occurring, with some studies reporting 5% ROI. Add in online retargeting and ROI can skyrocket as high as 43%!
Read on about how Chicago based RR Donnelly is leading the charge as we are at Plumb Marketing at showcasing the power that direct mail marketing still has in our marketplace.