There’s a belief that Direct Mail is long dead.
“It’s too expensive,” people complain. “It’s just junk mail” … “People just throw it in the bin – they don’t even bother to read it” … “email’s so much cheaper”… “it’s all online now”
Well, there’s some truth in some of those statements. But more worrying is that so many people don’t even know how to run a direct mail campaign any more. They don’t understand the significance of – or indeed how to capitalise on – the extraordinary wealth of data available to help refine the target market, the creative approach, and the message itself.
Equally important is how to integrate direct mail into the overall marketing plan, using the channel in combination with online and other offline activity.
So I think it’s time for an objective look at direct mail – starting with its strengths and weaknesses.