DIRECT MAIL + DIGITAL MEDIA = SUCCESS

Conventional thinking in most marketing circles, is that nobody does direct mail marketing anymore, direct mail is too expensive, it doesn’t work in today’s dynamic, internet driven landscape.

These same thinkers say:

“Shift your marketing budgets to social media, email, and the newest addition, mobile media.”

 
However, according to studies and research done by the American Affluence Research Center “Direct mail is probably the most cost-efficient method for reaching the truly affluent, i.e. the wealthiest U.S. households – These are the households with a net worth of $800,000 or more and incomes of 200,000+.”

By coupling targeted data with the right message and a strong digital presence companies can be 100% sure they capture these more affluent consumers. These are the same consumers who don’t typically surf the web on a daily basis.

They are the same group of consumers that are not glued to a computer screen updating their Facebook account. These are the consumers who have more disposable income and are more likely to purchase your goods or services.

When I open my mail box each day, I see the proof that marketers have not yet abandoned direct mail. Both small businesses and giant corporations are still capturing consumers through this channel and increasing brand their awareness.

I strongly believe that those marketers who are getting results through direct mail want their competitors to continue thinking that digital media is where they should spend their budgets.  They want to make sure to keep the secret that direct mail can still be a powerful tool in the 21st century marketer’s arsenal.

Direct mail is still a very important vehicle to deliver sales directly, but it also works with other marketing platforms to connect with customers.  For example, I may see a postcard in the mail quite frequently but never order by phone or mail, rather, I always go online to make my purchases

Statistics from the Direct Marketing Association confirms the synergies between direct mail and other multi-channel strategies: “Fifteen percent of customers receiving a catalog and 12 percent receiving a letter, postcard or flyer from a company made a purchase on the company’s website.”

It all comes down to the best way to get in the customer’s door and capture their attention. With the use of targeted data, direct mail will continue to score big with the largest, most affluent luxury market, that is the baby boomer generation.