Direct mail marketing (flyers, postcards and glossy brochures) was around back then as a cost-effective marketing solution for small businesses. But is it still effective in our new digital world?
Surely email marketing has replaced it? In the same way emails have replaced faxes. (Who also remembers those full-page fax ads that would clog up your fax line? And use up your ink to promote a holiday in Fiji you couldn’t afford!)
Email marketing is:
However, for email marketing to be effective you need a large permissible database to start with. You can’t just buy a list of data, upload it to mailchimp and start sending people advertising messages. That’s a breach of the anti-spam act and you’ll be force closed (and blacklisted) faster than a fire door in an inferno.
Email providers (I’ve used mailchimp as an example here as it’s the most recognized) are highly sophisticated platforms that also recognize an old or stale list of addresses. If your ‘hard bounce’ rate is too high, you receive a spam complaint or there’s just one email on your list that is blacklisted, you risk the same instant shut down scenario.
As leading software platform provider hubspot* points out, even buying an ‘opt in’ list isn’t the solution since that list opted in to a business that wasn’t yours.
So are we saying that email marketing doesn’t work? No. It does work, BUT before you start considering it as your only marketing tool ask yourself this:
Now let’s consider the advantages of direct mail marketing:
How? Unlike in the digital world where permission can be vague or unknown, in the offline world permission is easy to spot. Put simply if a mailbox has ‘no unaddressed mail’ it’s excluded from a direct mail marketing message.
In conclusion, direct mail marketing might be old school. Yes it worked in the 90’s. But it’s back with a vengeance. It helps you cut through the digital noise by reaching people effectively in the offline world.
In 2022 we are likely to see the trend of WFH (Working From Home) continue, meaning letterboxes are no longer to be ignored….
*Information sources for this article: