Direct Mail Marketing: What's Old Is New Again
Published by: Erryn Rucker | RESCO
In a world where trends often cycle through history, it's fascinating to see how the past influences the present. From vintage-inspired fashion making a comeback—think pencil skirts and high-waist trousers—to nostalgic food trends like meatloaf reappearing on restaurant menus, we're witnessing a revival of old favorites. Even technology, like record players, is making a resurgence. This begs the question: Are these once-outdated methodologies actually worth revisiting?
Let’s delve into how this concept applies to your business strategy, particularly in the realm of direct mail marketing. Can embracing traditional methods in a modern world create a more effective strategy?
While digital marketing—encompassing SEO, retargeting ads, and engaging video content like reels—dominates the landscape, it's crucial not to overlook the enduring value of direct mail. Despite its old-school reputation, direct mail offers unique advantages that digital strategies can't always match.
Just look at some of the world’s largest tech companies. It’s telling, that companies like Google, Meta, and ZipRecruiter are spending their marketing dollars to send direct mailers. If these digital giants, who are at the forefront of cutting-edge technology, find value in a traditional medium like direct mail, the value to this approach is evident.
While digital marketing can often disappear with the click of a button, physical materials demand attention. Remember when you first started receiving mail and the excitement of finding out what was inside? You can create that same excitement when you take the time to develop a thoughtfully crafted mailer or kit. The key is creating something that feels thoughtful and intentional. A personalized note or a creatively designed package reflecting your company's brand can transform an ordinary interaction into a memorable experience.
Combining the nuances of the latest technology with a proven outreach method can lead to a more impactful user experience. Take, for example, video content. Having an educational and attention-grabbing video is a great way to teach operators about your product and encourage purchases, but can easily get lost in the digital clutter, and it's difficult to guarantee that content is going to be seen by your target audience. Instead, bring your content directly to your audience by sending a physical item with a QR code that takes the user directly to your content. This can be a simple postcard, a product sample, or a unique branded item that ties into your product line. The QR code seamlessly connects recipients to your video content, bridging the gap between traditional and digital marketing.
In summary, while digital strategies are essential, there's undeniable value in the tactile and personal touch of direct mail. By blending these approaches, you can create a marketing strategy that's both innovative and rooted in time-tested methods, ensuring your message resonates with your audience in a memorable way.
