Despite a raging pandemic and a host of other economic woes, businesses throughout the United States are welcoming the Holiday Season with open arms. Holiday spending can help put a lot of enterprises’ ledgers back in the black. Direct mail is a great way to entice potential customers, especially those who are staying indoors to avoid COVID-19. A compelling piece of direct mail could help them plan their holiday shopping—especially if they want to avoid crowds in brick and mortar stores.  

Our team at Pel Hughes are experts at crafting direct mail that increases sales and builds awareness for your brand. Here’s a rundown of some of our holiday tips and tricks to help you develop a Holiday Season game plan.  

Showcase Holiday Promotions 

The festive atmosphere and generous nature of the Holiday Season is the peak time for direct mail campaigns. If you want to make sure your direct mailer stands out among a sea of holiday mail pieces, then make sure you utilize highly unique holiday promotions and offers.  

Offering unique promotional products instead of products that can be found in every retail store can be a way to entice shoppers. Send these unique promotional offers out to a very specific target audience in order to increase your chances of success with your direct mail holiday campaign.  

Offer Special Discounts or Incentives 

Another aspect to attracting customers is to slash the price of a few big-ticket items while also showcasing other well-liked products. If you’re lucky, the big-ticket items will attract them to your store or website where they will likely find other products they want to buy, too. Buy one, get one free (BOGO) or any other similar promotions that involve purchasing multiples of a product are a great way to incentivize your buyers and make a dent in your inventory.  

Incorporate QR Codes  

With the fallout of the pandemic upon us, QR codes could be a proverbial Godsend. While some shoppers will put on a brave face (and a mask), many of them will prefer to err on the side of caution and shop from the safety of their homes. Smartphone scannable codes make it easy for your buyers to go from viewing direct mail to shopping online.  

Invite Readers to Follow Your Business on Social Media 

Your direct mail should always encourage your customers to follow you on social media. Tiny thumbnails for your Instagram, Facebook, and Twitter with your social media handle can make the process much easier. Directing potential customers to social media helps increase their exposure to your brand and get a sense of what makes your enterprise a worthwhile place to spend their money.  

While digital marketing is a powerhouse for developing brand awareness and driving sales, direct mail should not be overlooked. Well-executed direct mail campaigns are one of the most effective methods for expanding your customer base.  

If you need help developing a great direct mail campaign or managing a direct mail database, give the Pel Hughes team a call at (504) 486-8646. From graphic design to in-house printing, our team will help your business thrive every step of the way.

While many businesses are embracing digital marketing to take their companies to the next level, there is one form of print that still matters: direct mail campaigns. Direct mail can include a wide range of pieces including coupons, circulars, catalogues, and promotional offers. The good news is that direct mail resonates with consumers of diverse demographics and age groups. It also helps increase sales and develop brand awareness within the specific communities that pieces are mailed.  

Direct Mail Statistics and Facts 

The effectiveness of direct mail might surprise you. In one study, the “The Bias of Action”, reviewed response rates to various forms of advertising and marketing from a neuroscientific perspective. This study found that consumers are 20 times more motivated to make a purchase with direct mail than with digital marketing. 

Here’s some more intriguing facts you might not know: 

  • Direct mail takes less cognitive effort for consumers to process than other forms of marketing and advertising.  
  • Direct mail has an ROI of 18-20% while mobile, e-mail, and social media have an ROI of 1-3%.  
  • Brand recognition is 70% higher with direct mail than digital advertising. 
  • More than 50% of consumers find direct mail pieces the most trustworthy form of advertising. 
  • About 70% of people in the US find direct mail more personal than web-based advertising. 
  • More than 80% of direct mail is opened whereas about only 20-30% of e-mail-based advertising is opened.  

Advantages of Direct Mailing 

Direct mail provides businesses with unique advantages that cannot be replicated with other forms of marketing, especially digital.  

Some of these advantages include: 

  • Targeting a specific message to a specific audience. 
  • Personalized messages add to the company’s appeal. 
  • Tracking responses help evaluate the effectiveness of campaigns by demographics and regions. 
  • An inexpensive marketing tool. 
  • Customers who read mail are more involved, and the business message will capture their full attention. 

Elements of Effective Direct Marketing 

Not all direct mail pieces are created equal. Poorly executed direct mail can yield low ROIs and leave a negative impression of your business. Your direct mail pieces should be polished and well designed. The fonts, color schemes, and graphics used should be consistent with your brand. Busy imagery, illegible font selection, and grammatical errors in your copy can turn receiving direct mail into an unwanted nuisance.  

 

  • Secure the right mailing list targeting customers with an interest in the product or service.  A mailing list can be obtained through specified demographics of a target audience or by keeping a well-maintained list of loyal customers. 
  • Match the mail offer to the customer’s interests and needs.  The closer the match, the higher the response rate. 
  • Careful consideration of the piece of mail sent and the offer is necessary.  Keep in mind that often a simple, less expensive mailing, like an oversized postcard, can bring the most response. 
  • Calls consumers to take action such as following your company on social media, paying a visit to your store, or making a purchase on your website. A strong call to action should accompany every direct mail piece.  

When direct mail is done right, it can bring you new business and establish great relationships with your brand. If you need help producing stunning catalogues, promotional offers, and coupons, give the experts at Pel Hughes a call at (504)486-8646. We offer experienced graphic designers, database management support, and in-house printing

Direct mail campaigns have long been an indispensable part of any solid marketing strategy because they incorporate the sense of touch, which is something digital marketing cannot do. For all their proven success driving sales generation, strongly targeted mailing pieces can be difficult to create. When it comes to direct mail, the old adage that “less is more” rings true as too much copy can be a bad thing. The verbiage you choose should be concise and effective. Overdoing it with photos and graphics can have a negative effect, too.  

One of the biggest hurdles marketing professionals face on this front is a tendency to delve too deeply into the subject matter for which they have a passion. Proving you are an expert on your product is important, but better reserved for face-to-face discussions on the sales floor or in your office. When it comes to crafting a direct mailing campaign, it is usually a good idea to adhere to the acronym “KISS” (keep it short and sweet).  

You have probably heard of the KISS concept before, but how exactly does it apply to branded mailings? Put yourself in the customer’s place for a minute. You’re sifting through your mail after a stressful Wednesday when you come across something that looks more like the Epic of Gilgamesh than a catalog – how likely are you to actually read it? 

In other words, a direct mail campaign virtually guarantees your message will get into the consumer’s hand, but not that they will actually read it. Keeping your pieces concise and to-the-point exponentially increases your chances of getting the customer engaged in your product. 

Characteristics of Effective Direct Mail Copy 

Keeping your copy short isn’t enough. Your copy needs to engage the reader and encourage the consumer to take action.  

The expert marketer achieves this by limiting their mailings to three key areas: what their product does, why it is better than the competition, and a call to action. With an efficiency of language in mind, you should strive to limit each of these points to a few punchy sentences or impactful bullet points. All copy with sentences should be short. Bullets points are very helpful for keeping your reader’s attention and a clean aesthetic.  

A good call to action is appropriate to your product. If you’re selling a big-ticket item, your call to action to should be an invitation to your store to engage with the consumer face-to-face. So, if you’re trying to sell a car, your copy needs to clearly direct the reader to pay a visit to your dealership. If you’re selling something that doesn’t have much sticker shock, your call to action could include a coupon code to be used online or in-person. The steps you want your potential customers to take should be clear and easy to follow.  

Beyond having great copy on your direct mail, it’s important to keep it clean and crisp. Too many photos and graphics or busy fonts and color schemes can overwhelm the recipient. Consulting with graphic designers is wise as they know the ins and outs of developing compelling and visually-pleasing imagery.  

If you want to develop effective direct mail campaigns, our experts at Pel Hughes can help. We provide polished and professional-looking print materials to businesses of all sizes. For quotes, give our team a call today at (504) 486-8646 or fill out a simple contact form on our website.

Although digital has dominated the marketing landscape for more than a decade, direct mail is still relevant for building your brand and expanding your consumer base. Studies show that direct mail is very effective at driving sales and developing a targeted awareness for your brand. 

At Pel Hughes, we believe in the power of the tactile; in the irreplaceable impact of an item someone can hold in their hands. Something that says “hey, this is who we are.” to existing and new customers. 

That’s why we love USPS’s “Every Door” Direct Mail tool. If you haven’t heard of it, you’ll probably never want to live without it after today. Every Door helps brands tap into targeted direct mail campaigns with an interface that allows businesses to select recipients from demographic data collected by the US Census.

For example, a company can target certain age groups and household income levels. Then, once the target demographics are set, users can select postal routes for delivery within a geographic area.  

What can be sent with Every Door direct mail? 

Every Door allows companies to send a variety of direct mail items including: 

  • Product samples 
  • Postcards 
  • Brochures 
  • Booklets 
  • Letters 
  • Flyers 
  • Self-Mailers 

How much does Every Door cost? 

Each piece sent through Every Door costs less than the price of a postage stamp. 

Can I use materials developed by a printing company? 

Absolutely. Our experts at Pel Hughes work with companies who use Every Door. We help them develop professional and exceptional direct mail campaigns including postcards, flyers, brochures, and more. Working with a printing company gives businesses the power to develop pieces that protect their brand’s image and make a lasting impression on customers.  

Is Every Door easy to use? 

Getting started with Every Door is as easy as creating a USPS account, which you can do by clicking here. Then, you can select routes using the USPS mapping tool. Next, you create a mail piece, which can be done on your own or by working with a printing company. Once your mail pieces are ready, all you have to do is bring them to your local post office and pay. USPS will take care of the rest and deliver each mail piece to recipients that meet your demographic criteria on the routes you have selected.  

Every Door is a time-saving and cost-effective way to spread awareness for your brand and generate new sales. If you need polished, quality direct mail campaigns, give our team at Pel Hughes a call at (504) 486-8646 or fill out our simple contact form. After learning more about your needs, we can give you a quote and get started developing a campaign that harnesses your brand’s unique voice.

Marketing in the 21st century is certainly dominated by digital channels. While having a content-forward website and blog along with an active social media presence is essential to a business’ survival, print advertising and direct mail still have a place in every business’ marketing strategy. In fact, properly executing direct and print marketing initiatives can increase the effectiveness of your online marketing campaigns and drive sales. Getting the most out of your print marketing and direct mail requires careful planning and professional support.  

Following are three important ways printed material can complement and increase online sales. 

Personalization Resonates with Consumers 

Printed media allows the user to touch something and see the products on display in their hands. They identify more intimately with the company and its products than they do online. Research has shown that personalized mail resonates with every generation, including boomers and millennials.  

Stimulation of the Senses 

Printed media also provides a pleasing feast for the senses. For example, the recipient can hold a catalog. They can see the products on the pages. At times, it might even be possible for them to smell fragrances. For younger people, this stimulation of the senses is a welcome break from the more impersonal online experience. Older generations find printed media rekindling memories of their youth. Either way, it is a winning situation for the sender. 

Legitimize Your Business 

Last, but not least, printed media helps a business appear real. There is no shortage of fly-by-night companies using the impersonal nature of the Internet to sell products of inferior quality or dubious origin. Print marketing and direct mail initiatives can drive sales by separating you from the competition and legitimizing your business.  

When you provide QR codes, website URLs, and business handles for your social channels on direct mail and print advertising, potential customers can find your business with ease online. Connecting digital marketing with print can help increase sales while expanding your brand’s reach.  

Start a Direct Mail Print Campaign Today 

The goal of any successful marketing campaign is to capture new customers and retain current clients. Printed media remains a primary means of doing so. Our team of graphic designers can help you develop polished materials that protect your brand and convey your professionalism.  

To stay ahead of the competition, get started with a direct mail print campaign today. Contact our experts at Pel Hughes to learn more.

Direct mail marketing continues to be one of the most effective tools for reaching consumers and bringing them to action. In fact, a recent study by Temple University shows that direct mail is outperforming digital ads in eight out of nine categories, and direct mail marketing holds consumer attention longer and has a more significant impact on consumer purchase decisions.

However, unless the results of any direct mail campaign are measured and tracked, it’s virtually impossible to determine how well your strategies are working. In this article we discuss how you should be including measurement components into your marketing strategy, and how you can track data to ensure you are maximizing the benefits associated with direct mail. 

Personalized URLs

Direct mail provides a great opportunity for consumers to interact with a tangible object, then translate their interest in your product to an online space. Marketers can measure results from trackable URLs or QR codes placed on a piece of direct mail. 

You can even go further than a standard URL and create a personalized URL (PURL) dedicated solely to your direct mail campaign. Rather than printing your corporate website URL on the direct mail piece, use a PURL that will only be promoted to the people receiving the direct mailer. That PURL may simply serve as a redirect to your website once it’s entered, or it may point to a landing page that is embedded into one of your site’s pages.

The data that is produced from these mechanisms can then be categorized, and overtime you will have a substantial consumer database upon which to make more informed decisions. 

Google Analytics to Benchmark Direct Traffic

Although tactics such as a PURL may help you measure the success of a direct mail campaign, eventually these measurements pile up and is worthless unless your tracking data overtime. By tracking data, you can set up objective key performance indicators, allowing you to tailor your campaigns accordingly. 

One of the best ways to do this is with Google Analytics. Although it may not seem like the natural match for direct mail, when you combine the powerful tracking abilities of Google Analytics with the data produced by your PURL or personalized QR codes, you have a extremely useful tracking machine. 

Google Analytics will help you track how many of your targeted consumers used the PURL from your direct mail piece to visit your website. You can even track your campaign’s response rate and conversion rate online using the conversion tracking feature of Google Analytics.

Just Ask

Although it may be overlooked when we’re talking about PURL’s or Google Analytics, it’s important to remember that the human connection is invaluable in marketing. Simple tools such as contact forms or quick surveys can be extremely helpful in adding to how you measure and track success of your direct mail campaign. 

For example, in the contact form on your website, add a question that asks the consumer how they heard about you. Feedback from questions like this can then be compiled and tracked to add yet another tool that allows you to measure the success of your marketing.  

Direct mail marketing is still one of the most useful and successful methods of reaching a large and targeted audience. By adding tactics such as PURL’s, contact forms and Google Analytics, your company can better understand the strengths of your mailing campaign, and use data to create a stronger marketing strategy moving forward.

Business to business, or B2B, marketing encompasses a large array of challenges that most marketing teams aren’t subject to. Indeed, you’re attempting to establish your brand to an industry that is well versed on the tricks of the trade. And in order to stand out among like-minded professionals, you must develop a creative and holistic view toward your marketing campaigns. 

One of the most overlooked ways to do this is to incorporate a marketing technique that many assumed would go out with DVD’s and slap bracelets: direct mail marketing. In this article we discuss five of the best practices when incorporating direct mail into your B2B marketing strategies.

 

  • Personalize & Follow Up

 

In a busy world focused on speeding through the junk mail, box in your mailbox at home and the one on your phone, any winning mail campaign will add a touch of personalization to their message. As I’m sure we’ve all noticed, every piece of mail begins with, “Hi, Ashley” or “We’d love to hear from you, Tom.” 

This isn’t what we mean by personalization. 

Truly personal messages that seek to not only market a product to a consumer, but also take the time to personalize a message will help build a relationship with your audience. In the long run, this will substantially help sustain long-term revenue. Here are a few statistics we’ll leave you with in case you’re questioning this last way to create a winning direct mail campaign:

  • In 2019, 72% of consumers engaged only with marketing messages that provided a customized message that matched their specific interest. 
  • Personalization engines that are used to recognize customer intent can increase digital business profits up to 15%.
  • 92% of online shoppers will complete a purchase if there are personalized recommendations or promotions on a business’s website.
  • A recent study by Gartner shows that 87% of consumers claim that personally relevant content will positively influence their outlook on that particular brand. 
  • Nearly 50% of consumers have purchased a product they did not intend on purchasing merely because they could personally engage with the content. 

 

  • Refine Your Audience

 

A current and comprehensive mailing list is the foundation of any successful direct mail campaign. Indeed, if you have inaccurate or nonexistent addresses, your direct mail goes nowhere. Unfortunately, the mailing list often gets glossed over and receives the least amount of attention in the marketing campaign process. 

Before you even begin crafting your message or putting together your package, go through your mailing list and remove customer addresses that are no longer applicable, ensure that the remaining addresses are accurate, and consider possible addresses you may have missed or are not part of your list. A list that isn’t clean and lean will lead to delays or inaccuracies in mailings.  

Proper organization and a final edit are also important aspects of a refined mailing list. By putting your list in an Excel spreadsheet, for example, you can manage your recipient addresses as well as data for future mailings. Also, wrong punctuation, incorrect spacing, or a missed letter or number means that your mail will wind up in the garbage. A quick final edit can save you from wasted time and money, in addition to failing to reach a targeted customer.  

 

  • Integrate Digital with Direct 

 

A lot of marketers (or businesspeople for that matter) view direct mail campaigns as a competition against digital formats. It’s hard-copy versus digital. It’s a tangible piece of mail versus an email. It’s “we’re a 21st century company that solely focuses on digital aspects of marketing.

This is a mistake. 

Instead, organizations should be considering how they can integrate digital tools such as data and technology into their direct mail campaigns. For example, match your direct mail data file to an IP address file, then target specific consumers on your list. Similarly, you can match your direct file to social media outlets, such as Facebook or Instagram.

Think of direct mail and digital marketing as more of a partnership. Each must give and take, but when they function properly together, they’re unstoppable.

Although most of the country has transitioned to a largely digital lifestyle, the “email vs. direct mail” battle continues to thrive in the marketing world. And many are surprised that although there was an upswing in email marketing over a decade ago, there is more than enough recent research to show that direct mail has made a significant comeback. 

For example, direct mail is now tied with social media as the second-most used medium, and has a higher response rate than any digital direct marketing outlet. Additionally, 76% of consumers say they trust direct mail over digital channels when making a purchase. Even large companies are taking notice. Goldman Sachs Group recently invested $25 million dollars to integrate direct mail into email-based marketing automation platforms.

That said, there are still plenty of businesses and organizations that prefer email as the foundation of their marketing strategies. In this article, we point out three of the largest problems faced by email marketing strategies, and how they can be solved by direct mail. 

Problem 1: Unsubscribes

Although most of us love seeing the link to “unsubscribe” at the bottom of an email, this can be devastating to marketers trying to reach a broad audience. The chance that your email message will catch your customer at a time in which they are busy, or maybe just not in the mood to receive another email. When this happens all the customer has to do is unsubscribe from your email system, and they can be lost forever. And it only takes one time. 

If your organization relies on email as its sole form of getting messages to your customer, you are one click away from losing that customer. Direct mail eliminates (or significantly decreases) the possibility that your message will forever be directed into a junk folder. Typically, if you catch your customer on a bad day, the worst they’ll do is toss your mail in the trashcan. You’ll still have tomorrow to reach them. 

Problem 2: Lack of Personalization

Email has become so popular in recent years that it’s nearly impossible to find a company or organization that doesn’t have an email list to which they send consistent updates. One of the main problems with this is that there isn’t much room for creativity or personalization. Each message is put together quickly, and sent to bombard the recipient’s inbox. 

However, even more than just popularity or the ease of use, email and the associated digital technology is sophisticated. When you visit a website, that website can track your IP address, gather information on you, and start sending you email regarding their product. 

Direct mail brings back the personalization that is lost in the standard email blast. Approximately four in ten people look forward to checking their mail every day, and this isn’t by accident. Direct mail adds that personal touch that allows consumers to interact with your message and they don’t see themselves as just another name on an email “bcc”.

Problem 3: Overkill 

Similar to the problems of lack of personalization and the dreaded unsubscribes, email can suffer from a significant overkill to a consumer’s inbox. With the amount of emails that individuals receive on a daily basis, any email that isn’t immediately read is almost guaranteed to wind up in the trash. This is even truer when you consider recent changes to platforms such as Gmail, which may try to assume where a recipient would like an email placed (e.g., the Promotions folder). This overkill almost guarantees that your message will not be seen.  

Direct mail solves this problem in more than one way. First, recipients only receive direct mail once per day. Although they may receive multiple pieces per delivery, they aren’t bombarded with mail throughout the day. Moreover, sending a piece of direct mail, with content, postage, etc. is not as simple as throwing together a standard email draft. It takes more time to create these messages, thus, there aren’t as many sent to assault your consumer. 

Although many marketing teams continue to believe that direct mail is dying, those that see through this false narrative are already in a much better marketing position. By finding a medium that effectively and efficiently utilizes email and direct mail, you will see increased revenue, and more importantly, happier customers.

Do you remember the last time you received a postcard in the mail? 

These days, postcards don’t come around as often as they used to, but when they do, they usually stand out. According to a study, 43% of people find print marketing to be less intrusive than online advertisements and tend to appreciate receiving a nice custom postcard in the mail once in a while.

Many brands find great value in mailing postcards as part of their cross-channel marketing strategy. We’ve put together this list explaining the top reasons your business should consider adding custom postcards to its marketing mix:

  1. Postcards are a great way to build brand recognition. The internet has helped brands easily connect with their customers, which is why most brand interactions happen primarily online. But in this digital era, studies show people enjoy receiving things in the mail they can hold on to. The physical interaction that happens when people receive postcards helps create stronger emotional responses, making their message more memorable, and thus increasing brand awareness and brand recall.
  2. Postcard mailings can be highly targeted. Printing companies can now help your business streamline the postcard printing and delivery process with the help of automated software. Just like online ads, sending out postcards can also be a highly targeted strategy. Curated and personalized mailing lists can help you reach existing customers and prospects based on specific geographic locations, previous order history, and in some cases, even by household income. 
  3. Postcards are very affordable. Out of all the different forms of direct mail, postcards are one of the most affordable ways to reach customers. They are easy to design, print, and mail. The postcard size makes it perfect for sending short and compelling messages. Brands use postcards to highlight special offers, send thank you notes, extend holiday wishes, or to build brand recognition with minimal investment.
  4. Better response rates. A study by InfoTrends shows direct mail still resonates with people in different age groups, particularly with Millennials. According to this article by Prinova, Millennials respond to direct mail calls-to-action quicker than other generations, and they usually follow through and make a purchase from that brand within three months of receiving an offer via mail.
  5. They are a tangible reminder of your brand. Postcards are easy to distribute. They’re lightweight yet sturdy, which makes them ideal to be sent via mail, circulate from person to person, or include with other print marketing materials. They are also easy to keep; most people are likely to hang on to well-designed and colorful postcards. If you are trying to help increase brand awareness, a custom postcard can help you achieve this.  

Are you looking to incorporate postcards into your next marketing campaign? Pel Hughes of New Orleans Louisiana can help!

Take advantage of the high-response rates of direct mail, and get your business noticed with high-quality postcard printing, design, and mailing. If you’re interested in learning more about our print marketing services, contact Pel Hughes today!

Direct mail is one of the most established marketing tools of our time. For as long as any of us can remember, receiving a brochure or letter in the mail from our favorite stores has been a staple of the American household. But with the arrival of digital marketing, many view direct mail as an old-fashioned and outdated marketing medium.

This is a dangerous assumption for those in the marketing industry. 

In fact, quite the opposite seems to be true. Direct mail is providing advertising companies in the US with a 1,300% return, with an average ROI of between 18 and 20%. Moreover, last year direct mail had a response rate of 4.9%, the highest since 2003, and still pulls a higher response rate than any digital direct marketing medium. 

Direct mail hasn’t continued its dominance in a vacuum, however. Largely, this success is due to the emergence of programmatic direct mail. In this article we discuss what programmatic direct mail is, how it works, and look at the impact it’s had on the “old-fashioned” direct mail marketing system. 

 

What is Programmatic Direct Mail?

A simple way to consider programmatic direct mail is to think of it has a marriage between digital data and retargeting. Platforms such as PebblePost search for specific indicators as consumers browse the internet, and focus on how an individual interacts with a brand or product online. For example, it will track a consumer’s website browsing and make a note of when an item is added to a shopping cart but not purchased, or when a particular social media post about a product is made or read. 

At this point you may be thinking, “Well, this is nothing new. Plenty of algorithms do this.” And this is true. But here is the difference: instead of simply delivering a programmatic advertisement on the consumer’s screen, the programmatic direct mail algorithm will send direct mail.  

Here is a quick example to demonstrate how it works: You are a customer who just created an account on Nike.com to get a new pair of kicks at 10% off. You open the email that was just sent to your inbox and shop around the site for a bit. You add a couple of pairs to your shopping cart that you’re on the fence about, but you leave without making a purchase. Instead of another algorithm meant to flood your screen with annoying ads (which may happen anyway), the programmatic direct mail algorithm will kick in and send you a post card with a personalized offer inside.  

 

Connecting Online and Offline Behavior 

As we saw above, programmatic direct mail combines data-driven decisioning with automation to enhance marketing efficiency and optimize consumer response. And it does so by connecting the online and offline behavior of consumers without trying to change their behavior altogether. 

Lewis Gersh, CEO of PebblePost puts it nicely

Unlike digital advertising, Programmatic Direct Mail doesn’t attempt to change a consumer’s behaviour. If you think about how consumers use their devices, it’s very task-oriented. . . If that consumer is predisposed to engage with a piece of Programmatic Direct Mail, they can do so when the situation is best for them, as we provide a tangible, physical reminder. We make it easy and desirable for consumers to engage with that brand message — on their terms — and act on it however they like, by returning to the brand’s website or visiting a store, for instance.

 

As Mr. Gersh points out, programmatic direct mail leverages consumers actions online and their task-oriented approach on digital devices. While many digital marketing tools expect (or assume) immediate responses by consumers, programmatic direct mail allows them to respond on their terms.

Solving Direct Mail Problems 

A few of the main criticisms of direct mail over the years is that there are often long lead times to production, data is either difficult to collect or out of date, and it often requires significant capital resources to keep the tool moving. Indeed, it’s difficult to match consumer needs with direct mail campaigns when most of the consumer’s data is now tracked online, and by the time data is collected, the time it takes to produce and deliver direct mail leaves it obsolete.

Programmatic direct mail integrates the benefits of digital (e.g., data optimization, targeting, etc.) with the consumer preference of direct mail. The marriage of the two mediums produces a new, high-functioning marketing channel that can be used across web and delivered to anyone with a mailing address.