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Should My Business Try a Direct Mail Campaign?

By now, the digital revolution seems like old news. So much of what we do these days revolves around digital devices and digital information – we hardly give it a thought anymore. Wi-Fi is available on flights, buses, in cars, and in countless public places. Business and advertising efforts are heavily focused on digital activity, and technology is improving every day.

If you’re a business trying to get your message to the right people, there are a lot of ways to leverage digital activity. It used to be that businesses spend a lot of time curating e-mail lists (and this is still a very common activity). In recent years, however, we’ve seen business begin to meld their promotional efforts to social media channels like Facebook, Instagram, Twitter and more. There have never been so many digital channels through which to reach people, and there have never been so many businesses trying to do just that.

This brings us to the next point, which is that digital advertising and promotion is not the only game in town. There’s something that’s been around a lot longer – direct mail marketing – that continues to be relevant today. In fact, it can be argued that direct mail is more relevant than ever in this highly-digital age. When everything we read is on a screen, there is a certain disconnect that sometimes takes place – especially when we encounter an endless stream of advertising, spam, and even scammers.

But when a well-designed message – something that is relevant to you – reaches a physical mailbox, a lot of people have different reactions. Sure, some of those mailings are going to be thrown out – but statistics show that levels of engagement are very productive and meaningful when businesses mount a successful direct mail campaign. By targeting the right audience with the right message, and by executing the campaign with flawless professionalism and timing, it really is possible to grow and expand the reach of your business through this time-tested method of reaching customers.

Direct mail is not right for every business, and companies that offer these services should be up front about what a successful direct mail campaign would look like for your business. However, rates of success are still high enough that countless business large and small continue to invest in direct mail.

Who will spearhead your direct mail campaign?

Direct mail is one of those things that can be very effective at reaching targeted goals and converting customers – or it can fall flat and not really have much effect. The difference between these two outcomes is all about the company you use to spearhead your direct mail campaign. You need a company that has proven their ability to get results for other businesses, and who doesn’t engage in bad practices like recycling old mailing lists that will lower the impact of your campaign. A knowledgeable and experienced direct mail specialist will be able to answer specific questions about your campaign, and steer you in the right direction in terms of your target demographic, your messaging, and your timing. Direct mail is a powerful tool for your business, but it requires a committed and professional partner with a track record of real results.

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