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Direct mail offers options like kits, dimensional mail, and unique packaging options that, by their nature, get past the gatekeepers. But beyond writing a compelling subject line, most of them look hokey. There are only so many things you can do to make email look more important. Direct mail can reach high-level decision-makers But with direct mail, you get that content in front of them in a tangible way right out of the gate. Mailers can also include a wide variety of trust-building content not possible (or reasonable) to include in email. B2B decision-makers trust direct mail more than email, especially for high value products and services. There’s a reason businesses are more likely to get lending offers in the mail than they are by email. Certain offers just won’t get traction by email (Which is why it’s always a good idea to get physical addresses from those on your email lists!)Ħ. This means, even if a customer doesn’t subscribe or unsubscribes from your email list, you can still get in touch with them. Unlike email and text messaging, you don’t have to get a recipient’s permission to send them direct mail. So the next time someone tries to tell you direct mail is dead, remember: 1. The reality is, direct mail remains a critical part of the mix. But that doesn’t mean that customers aren’t responding to direct mail or that this channel is losing its effectiveness. Sure, social media and mobile marketing are on the rise. However, the latest data makes a strong case for printed direct mail. Supporters of digital media will say why drain your marketing budget on direct mail campaigns that nobody reads when you can contact your customers using the channels they prefer - television, social media, and mobile? It’s an age-old debate: direct mail versus email marketing.
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DocuShare Enterprise Content Management.
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