Is direct mail dead?

In the 80’s and 90’s direct mail was the most effective method by which to target tailored messages to specific audience groups and individuals. Over the last decade technology has revolutionised the way in which we are able to communicate with our audiences.

We are now able to target customers, prospects, and influencers to a far higher level with relevant information or personalised messages at considerably less cost than through traditional direct mail.

Also, emailing has allowed us to measure the effectiveness of our activity far more quickly and accurately and allows recipients to respond directly using the same medium. Direct mail takes longer to create, requires bigger budgets and the recipient has to respond by making the effort to phone, write or log on to the organisations website.

So there we have it, direct mail is dead - long live emailing

So why has Parenthesis seen an upturn in demand for more traditional direct mail campaigns over the last year?

The truth is, marketeers are beginning to realise that emailing is not the single solution answer to all direct marketing campaigns. And in fact, paper based communication still retains some attributes well over and above those of digital marketing when considering how to reach their audiences. Throughout the digital marketing revolution of the last decade Parenthesis has continued to be an advocate of direct mail, for one simple reason; good direct mail will always have a greater personal impact on the recipient through the deployment of intelligent creative concepts.

High quality direct mail will always have a greater impact on how valued an individual recipient may feel as a result of an appropriate, well-conceived mailing piece landing on their desk. When executed well, direct mail can engage and engender a far more emotive and lasting response from the recipient.

Clearly there are ‘strengths and weaknesses’ to both emailing and direct mail as effective communication tools. The truth is that successful marketing communications results only from well-planned well conceived strategies with clearly defined relevant messages and an integrated approach to the effective delivery of those messages.

Read our ‘Butterfly delivers key contract’ article for a recent example of how direct mail, used appropriately and effectively, delivered exactly the right results for our clients.