Although email, mobile and social media marketing have recently become widely used tactics to reach consumers, marketers should be pairing these methods with a strong direct mail strategy for a multichannel approach.
“As we get better at understanding the preferences of those we are marketing to…we may mail less but with exceptionally more impact,” Karen Menachof, chief client office at direct marketing firm Catalyst said in a statement. “Mail is not dead, but its success is increasingly dependent on the effective integration of all channels so that the individual’s needs are understood and addressed in the most relevant, impactful manner possible.”
According to executives at Catalyst, a strategic approach to direct marketing – one that includes direct mail – will enhance all other efforts via segmentation and personalization.
As companies continue to embrace digital marketing efforts, direct mail marketers should tie this strategy into their efforts. Leveraging mobile barcodes is one approach that both the United States Postal Service and the UK’s Royal Mail have recently taken to entice early adopters of technology and digitally savvy professionals.
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