5 Reasons why Direct mail is still successful

With the emergence of new marketing vehicles, it's easy to forget about some oldies but goodies. Even with all of the e-marketing channels available, direct mail is still one of the most powerful marketing tools available. There are few other marketing tools that can deliver your message broadly with the precision that targeted direct mail can.

Here are the top 5 reasons why direct mail should still be in your marketing toolbox:



Gives you the ability to target individuals based on their needs & qualifications



You can target your mailing according to the offer that is most compelling to your members. With digital print technology, you can even utilize variable print technology to vary your images and content on the same piece based on each person's specific psychographic, demographic and geographic profile.



You can reach your prospective members

Unlike with a mailing list, there is no resource to pull an accurate prospect email list. There are plenty of resources who will sell you prospect lists, but the accuracy and efficacy of these lists is next to nothing. In addition, the Can Spam act requires that you get a person's opt-in before you send marketing messages to people who aren't currently doing business with you. This is not the case with direct mail— you can mail to as many prospects as you'd like, without needing any opt-in beforehand. In addition, with direct mail, you can purchase a mailing list that contains accurate address information plus additional criteria like age and income to better target your marketing messages.



It's physical…it demands attention

Email messages can be deleted with just a click of the mouse, and radio or television commercials are gone in an instant. Direct mail commands attention because it's a physical entity that's delivered directly and drives great results—especially if it's highly-targeted and relevant to the recipient.



It's more personal

Let's face it. Even if credit union's had 100% of their member's email addresses, not 100% of them would appreciate every communication to be electronic. There are many segments of your membership who prefer to be communicated with via mail - especially when you're asking for a huge commitment from them. Direct mail gives legitimacy to your message like no other medium can, because it’s still the most trusted vehicle for receiving important information.



You can reach more of your members

Although the prevalence and accuracy of email marketing lists is expanding, credit union's still don't have 100% of their member's email addresses...but they do have 100% of their member's home addresses. In addition, your members' email addresses can change anytime, and they could have several of them— who can know if you have the 'best' email address to reach them with your messages? Lastly, unlike Canada Post, there is no 'central database' of email addresses to check against, so a member could inadvertently give you the wrong or old address and they would never receive your message.

Although direct mail is a fantastic medium, it has its place. There is no silver bullet when it comes to marketing, and particularly in an economic climate like this one you need to use a mix of marketing vehicles appropriate to your end goal to get the best results.





Author: Advertek Printing



Website: www.advertekprinting.com