what you might be missing in your marketing

Direct Mail Is Making a Huge Comeback

The evolution of direct mail.

Direct mail has come a long way since the days of sending out physical coupons and waiting a month for analytics on the campaign’s performance. In the age of digital marketing, the direct mail industry has had to adapt in order to keep up with the real time feedback loops and data collection provided by online ads.Additional tactics to enhance the effectiveness of direct mail. Enter the “pURL.” Personalized direct mail campaigns involve the use of personalized URLs that allow businesses to track their campaigns in real-time and collect data on the customers interacting with them.

This not only provides better metrics for understanding the success of a campaign, but also gives businesses the opportunity to identify and potentially establish relationships with their customers through exchanges of value.

The evolution of direct mail marketing doesn’t stop at pURLs.

Other tactics have been introduced to enhance the effectiveness of direct mail campaigns, including call tracking numbers, SMS integration, and even Facebook messenger integration. With a call tracking number, businesses can track the number of phone calls received from a specific campaign. SMS integration allows for text message communication with customers. Facebook messenger integration brings 1-on-1 communication through direct mail.

The goal of these tactics: “weaponizing” direct mail

Direct mail, with these additional tools, becomes more efficient and effective. Adding multiple ways for a consumer to respond, creates comfort. We live in a world of lazy people, and these tools simplify the initial conversation. Combined with additional marketing channels, you find customers where they spend most of their time, social, sms, and email, increasing reach and impressions. When you’re able to generate more impressions, you create more opportunity for engagement, leading to more sales. By combining the old world of direct mail with the new world of digital marketing and communication, businesses can create a more comprehensive and successful marketing strategy. As the world of marketing continues to evolve, it will be interesting to see what new tactics are introduced to enhance the power of direct mail.

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