In a world obsessed with social media and all things digital, does targeted direct marketing still have a place? According to a recent survey by the Royal Mail it does indeed and targeted direct mail could actually play a big part in the future of marketing.
The study, carried out among marketing students at the University of Hertfordshire, showed that 45% of those surveyed agreed that direct mail plays a vital role in marketing and 35% believe marketing directors are underestimating the value of direct mail. These students could well be the marketers of the future which means targeted marketing could make a comeback in a big way and with good reason. Highly targeted marketing campaigns may seem like a step backwards but in the current business world, wouldn’t a highly relevant and attention grabbing mailing, meant just for you make a nice change to the constant babble of digital marketing?
Direct mail has the lasting effect that digital marketing doesn’t offer. It’s easy to delete an email or ignore a social media feed or video as we’re bombarded by these constantly – a well thought out, funny and eye-catching piece of direct mail has quite the opposite effect. If you’ve researched into your database and sent out a piece of direct mail which directly relates to the interests of your potential customers then once they open this they aren’t going to feel irritated or frustrated with your company, they’ll be glad they received it. If you make the direct mail worth keeping then this is even better as it means your potential customers will hang on to your marketing message even if they don’t require your services right away.
The very nature of targeted direct mail makes it cost effective as you won’t be wasting money on reaching people who aren’t interested in what you have to offer. Short run printing means you can stay in control of your budget and your target audience and get better results by focusing on sending high quality, targeted mail to high quality leads. Short run printing can also ensure you do your bit for the environment by only printing what you use.
To find out how we at Purely Digital can help you with your direct mail give us a call on 01332 299553 or visit us at Purely Digital
