If it isn’t broke, don’t fix it: Tried and true direct marketing tips

Published October 22, 2014 at 6:23 am

While your company should always be aware of new marketing opportunities, that doesn’t mean you have to abandoned the old way of doing business entirely. Some older approaches to direct mail marketing can, with a little tweaking, still lead to a high number of responses and a valuable return. The same basic ideas can affect your direct mail software campaigns and make them simpler and more effective.

Writing for Business2Communtiy, Zach Heller lists a few of the advantages that direct mail still holds. Companies that use it have the ability to be personal, efficient and custom-tailored. And in an age in which custom-targeted marketing initiatives are so crucial to success, direct mail is still an easy way to single out specific customers through well-planned campaigns. Even if it’s not the right approach for a primary marketing push, businesses can at least use direct mail to supplement their other activity through a follow-up.

“Unlike most ‘traditional’ marketing tools, direct mail was built on segmentation and the ability to target individuals across a wide variety of geographic or demographic information,” Heller writes. “And the ability to select targeted names for your direct mail lists has only improved over time, as more data has become available for purchase.”

With so much concern centering around the way online targeted marketing might overstep privacy bounds, direct mail could be a less controversial means of pursuing leads. This is why investigating direct mail solutions is important for learning what options you have, even if you decide to use a different channel for the bulk of your campaign. Knowing the pros and cons of each medium will help you create a more tailored marketing experience overall.