Direct marketing more a type of approach than a method of marketing in its right, and as such, is employed by marketers across a multitude of channel and media, including email, online, mobile and more traditionally, direct marketing mail.
What makes direct marketing mail different from most other forms of promotion is the focus that is put onto the consumer, with data being intelligently utilised to prompt a specific type of action or response from them. This element of direct marketing mail, that being the fact that it is designed to push consumers into a predetermined response or action, makes it highly successful and profitable in comparison to other forms of marketing, making direct marketing mail a must for marketers looking for better ROI. Direct marketing mail has historically been seen as a tool to drive direct sales of products, however, it can also be successfully utilised to achieve other measurable goals, such as increasing word of mouth, brand affinity and others.
Despite changes to marketing as a whole, notably the advent of digital media, direct marketing mail has remained a constant, thriving from technological advancement and adapting itself to meet the new challenges that this advancement presents. A good example of this embracement is the social space, with direct marketing mail being used to increase the power and influence of brand communications across sites including Facebook, Twitter, Linkedin and so on. One of the biggest obstacles marketers face with this is the influx of data that utilising direct marketing in this way provides, which presents a challenge to direct marketers to prevent their messages from being drowned out by all of this data. This has made in more important than ever before to ensure that all brand communications are clear and coherent across the board, working together more effectively across the space.
Testing and continual learning are essential for successful direct marketing mail campaigns, and Communicator’s approach demonstrates just that, as we are able to draw on past experience to meet the targets and objectives of your direct mail campaigns. This means that we tirelessly strive to amend and modify campaigns as and where needed, giving us a greater control and ability to positively impact response rates and profitability even with the most challenging of campaign.
For direct marketing email, mail, and indeed other types of direct marketing, the future is bright, and will continue to be so even with significant changes to the ways in which consumers engage with one another and the brands from which they obtain their products and services, making it an integral part of any marketing strategy today.