Direct mail now competes with many different forms of marketing. However, it has been suggested that bulk mailing like this is still highly effective. Meanwhile, as long as firms choose their mailing house with care, they can benefit from great value services too.
Writing in Forbes, Steve Olenski suggested that direct mail can resonate with individuals and impact on their emotions more than other forms of advertising, including web-based techniques.
He also suggested that it is not only the older demographic who are affected by physical media like this. According to the writer, youngster individuals are too.
He quoted FMI’s Lisa Formica, who said: “Direct mail surprisingly transcends the age demographic, with younger consumers (the 18 to 34-year-old demographic) preferring to learn about marketing offers via postal mail rather than online sources.”
One of the reasons why some firms ignore bulk mailing as a marketing technique is because of a lack of information, Mr Olenski stated. He remarked: “I can tell you as one who cut his marketing teeth in the world of direct mail marketing, training and education play a huge role in producing successful direct mail campaigns.”
The advertising expert went on to suggest that direct mail can be a highly effective medium when used as part of an overall integrated campaign.
He also drew attention to the fact that the success of social media marketing campaigns can be hard to measure and this is one of the downsides associated with such digital marketing.
To be successful in their advertising, it is important for firms to embrace a range of different strategies and direct mail can play an important role. As long as companies are savvy and make use of the most competitive mailing house they can find, they should not have to pay a lot to benefit for such services.
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