Direct mail can get a bit of a bad rap these days. Often referred to sarcastically as “snail mail,” many people now view it as nearly obsolete.
An important distinction to make with print mail, however, is that although it is older than other channels, it is far from antiquated. That principle is supported by a plethora of recent statistics and reports, many of which reveal that consumers find print mail more personal than online communications.
Direct mail can still be extremely effective but, like a strategy for any other channel, it has to be tailored to specific consumer groups to achieve maximum impact. Customizing direct mail marketing, however, can seem like an overwhelming and time-consuming task for many companies. In that case, a multichannel marketing partner can be essential for businesses without the time or capability to drill down on data and personalize direct mail for different customer segments.
A true one-stop marketing shop has robust print solutions that fit seamlessly with phone, email, social media and other channels. Working closely alongside businesses to help them execute their strategies, these top-shelf marketing partners can actually break down information far enough—using sophisticated business intelligence—to create unique mail pieces with personalized messages for each customer.
Despite what you may hear, direct mail remains a critical ingredient for marketing success and probably will for some time. There’s a reason people generally don’t send wedding or gala invitations through email or on social media—print mail offers a personal touch other channels simply can’t match. In other words, implementing multichannel marketing solutions is always a good idea, as long as you don’t neglect the most tried-and-true method of all.
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