Some good news about the future of direct marketing for our beloved customers!
With the digital domination of the marketing world, most analysts would agree that traditional marketing methods are on a steady decline. It’s hard to deny how the internet has made it difficult for television commercials, radio spots, and direct mail items to command the influence these methods once enjoyed. Some advertising experts have been preaching about the death of direct mail for decades!
Did you catch that? The “decades” part? If direct marketing is dying, then why is it taking so long? The short answer is that direct marketing is not dying at all. Direct marketing is certainly still alive. But why and how?
Many marketers will attribute the persevering success of direct mail to three important trends:
Direct mail is more likely to be noticed when compared to email, since online inboxes are becoming swamped by high volumes of messaging. Over 205 billion emails are sent around the world each day. Direct mail has less trouble making an impression with its viewers, since approximately 212 billion mail items are processed by the U.S. Postal Service each year.
The number of people who are 50 years or older is pretty large. These folks tend to have a little more spending money than younger generations, and they don’t have a particular preference when it comes to communication. In other words, they’re totally fine with addressing promotional offers through the mail as opposed to strictly over the internet.
Direct mail might be one of the most effective ways to advertise to older, affluent males. This demographic tends to have a greater discretionary income than any other group, since their children are no longer dependant on their income — or they never had children.
In short, there are numerous incentives to start or stick to a direct mail marketing strategy. There are so many direct marketing tactics available to savvy advertisers; there’s got to be a solution for your company!
MEDiAHEAD would like to welcome its newest team member
Ladies and gentlemen, give a warm welcome to our newest Sales Representative, Andy! Please clap. We asked Andy to play the “Two Truths And A Lie” game with us.
Here are two truths and a lie about Andy. Can you tell which ones are which?
He once took his family to New York to see the 9/11 Memorial
At one point, Andy had Top Secret security clearance with the government
He once flew in a 4-seat cessna airplane from Kansas City to Baton Rouge, LA.
Andy worked as a co-op intern in college with a printing company within the US government in Virginia. He could tell you more about that, but he might have to kill you (okay, not really). When Andy was about 22, he and three friends (two were actually pilots) flew all the way to Baton Rouge in a very small plane to meet some friends and watch a college football game (Alabama beat LSU).
If you guessed those two statements to be true, then good job! Andy has never been to New York City.
Using psychology to help your direct marketing campaigns
Psychology plays an important factor in any aspect of marketing, whether it’s a social media related stimulus that evokes a response, or a direct mail piece that appeals to a recipient’s emotions. With direct mail, however, marketers usually only have a few seconds to make a connection with the recipient before their marketing materials make a connection with a trash bin. Below, we’ve articulated on the psychology of direct marketing, and how to grab your reader’s attention in that short time window.
The pros and cons of EDDM (every door direct mail)
The United States Postal Service offers a useful tool to many marketers. It’s called every door direct mail (or EDDM for short). It’s kind of exactly what it sounds like: The USPS will send a certain piece of mail to every door (or residence) in a specified mailing region or ZIP code at a low postage rate. It seems like this strategy might be an excellent deal, and in many cases it is. But as with any marketing tactic, EDDM has its pros and cons.