How Direct Mail is still the Preferred Choice for Marketing in a Digital Age


Giant retailers like Amazon have realized that direct mail marketing is not just the marketing solution of the past but of the future as well. Personalized direct mail marketing combined with email and social media marketing has been found to be the absolute best way to get favorable response rates. Here’s all the information you need about why direct mail marketing is still around, what it’s going to look like over the coming years, and how your business can personalize your next mail marketing campaign.


Why Direct Mail Still Works

The reality is that 41% of Americans simply enjoy checking their mail – and do so every day! Something about mail has become a nostalgic pleasure. This is especially clear when we note that direct mail appeals most to the younger generations.

It’s possible that there’s some element of an emotional connection to direct mail as well because brand recall is also 70% higher with direct mail marketing than with any other form of advertisement.

Direct mail also has a way of sitting around the house for longer. This means that every member of the house may have a chance to see it. Even when it makes its way into the recycling, the entire ad or portions of the ad still have eyes on them from time to time. With digital marketing, once the marketing message is erased, it’s gone for good, and usually, this happens without ever being opened at all.


Direct Mail in 2022 and Beyond

As with email campaigns, direct mail needs to be personalized. This is why gathering as much data as possible is so important. Information like household income level, demographics, and characteristics can all be used for personalized marketing.

The difficulties lie in coming up with the demographic information in the first place. One way how top companies are sourcing customer data is through geocoding and reverse geocoding.


How to Personalize a Direct Mail Marketing Campaign

Geocoding is a process in which a postal address can be converted into latitude and longitude coordinates. From there, information about the address’s residents can be gleaned, such as income levels, interests, and location.

This information can also be combined with data already gathered from clients to construct mail marketing campaigns with a high level of personalization.

If your business would like to learn more about direct mail marketing techniques or geocoding, reach out to Anchor Software today!


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