Direct mail is still one of the leading ways for marketers to issue coupons to consumers, but many companies have begun enhancing their strategies by using a multichannel approach.
For example, the dry cleaning industry utilizes direct mail to issue its consumers coupons. Eighty-four percent of dry cleaners promote business with coupons, Wire magazine reported, according to American Dry Cleaner, with 31.9 percent sending the marketing materials via direct mail.
However, a significant number of these companies – 28.8 percent – are establishing themselves on channels such as social media, and 24.3 percent are sending out in-house generated email marketing campaigns.
Companies looking to launch a direct mail marketing campaign should consider launching a postcard initiative, in addition to its other materials, as postcards are relatively inexpensive yet still impact the audience receiving them.
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