Whether your 2013 marketing strategy is currently in the works or almost firmed up, chances are you’ve already given some thought to whether it’s worth it to include direct mail in your plans. Direct mail has dropped off in popularity due to the Internet’s vast array of marketing opportunities, but the recent over-saturation of email marketing has made direct mail an effective tactic again. We think 2013 might be the year that direct mail makes a comeback.
Here are three reasons you should consider incorporating direct mail in your 2013 marketing plan
1) Email and social media are becoming over-saturated with marketing messages.
A physical piece of mail won’t get lost in the midst of an overflowing email inbox or constantly-updated social media newsfeeds. After all, it’s tangible and targeted. Direct mail also offers a trusted channel, especially for messages from insurance and financial services, in light of increasing privacy issues in the online space.
2) There are new opportunities to microtarget and track direct mail.
With new ways to target prospects, direct mail enables B2B marketers to reach decision-makers efficiently and effectively. More advanced analytics allow for higher lead generation and conversion rates than in the past. And recent technology innovations—plus a clear, unique call-to-action—let marketers accurately track responses and more importantly, measure (and boost!) ROI.
3) Given the increase in demand, mail lists are now available even for small budgets.
If you don’t have a database of qualified prospects already, mailing list providers are now serving up targeted contact lists for all budget levels. By using the microtargeting capabilities referenced earlier, these lists yield even more bang for your marketing buck than those of the past. A small-scale direct mail effort can also act as a test, and depending on the success of that campaign, it may make sense to allocate additional funds to a larger mailing in the future.
(Click here to expand)
