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[direct mail]
[with all the digital marketing possibilities, isn't direct
mail dead?]
Goodness, NO! In fact, if your target audience is a college
graduate, they view direct mail as the most trustworthy and
credible means of marketing. But direct mail HAS certainly
changed quite drastically in the last few decades. Some of the
old rules still apply (use colorful images, oversized mailers,
handwriting where possible, etc.) but there is much more to
direct mail these days. Here are a few goodies.
- pURL's - Personalize
URL's (or domain names) have a much higher ROI than a basic
business domain name because they include the recipient's
name in the domain name. If your name were Joe Public,
wouldn't you be much more inclined to visit a website like
www.joepublic.companyname.com than just
www.companyname.com?
-
Highly
Targeted Mailing Lists - List brokers' databases
have become incredibly detailed. Want to mail to folks with
a household income of over $100K who enjoy golf and have two
children between the ages of 3 and 6? It's all possible. So,
direct mail is much more like shooting a laser beam than a
shotgun like it used to be, which increases the open rate
considerably.
- QR Codes - Quick
Response codes are bridging the gap between direct mail and
a company's digital presence. These are True, not
everyone has a smart phone and can read these codes, but for
those who do, they almost always take the opportunity to
scan the code and see where it takes them.
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