Direct Mail Still the Preferred Marketing Medium for Small Businesses
At Macromark, we know that marketers today are constantly looking for new ways to identify and reach new consumers to expose them to whatever product or service they’re offering. The advent of digital technology has presented marketers with several new options for communication, with e-mail and social media being at the top of the list. But for any business, it always comes down to what works, and what continues to work for today’s small businesses is a targeted direct mail campaign.
It may be surprising to know that in this digitally consumed era of communication, where many business opportunities for marketing now exist, that 81% of all small businesses still use direct mail as a means to reach consumers. That’s an extremely high number considering much has been made of e-mail marketing and, of course, social media, which have both been popular tools for marketers.
It may not be that surprising, however, when considering what is important for businesses conducting any marketing campaign. Obviously, results are the most important factor, and direct mail is still able to produce high engagement and conversion rates through their campaigns. But other factors make direct mail more useful as a medium for communication, the most important of those factors being the ability to target consumers; no other form of marketing is able to target consumers over a wide-spanning demographic or based on geographical information as precisely and effectively as direct mail. And as direct mail companies like Macromark continue to grow, the sophistication of conducting a targeted direct mail campaign only gets better and more focused.
The opportunity for personalization is another distinguishing factor of direct mail. Being able to address each person by name and customize the mail piece in accordance with that individual’s preferences is a huge plus when sending any marketing material. Direct mail allows for this personalization, while other means of marketing are still somewhat generic.
Macromark has conducted countless targeted direct mail campaigns over the years and can speak to the importance of these distinguishing factors. We would also include the ability to track the success of a campaign as another benefit direct mail has over other forms of marketing.
Macromark understands that the point of any venture is to get results. As one of the top direct mailing list companies, we’ve been getting results for over three decades and are showing no signs of slowing down. We orchestrate targeted direct mail campaigns from start to finish, with a focus on results.
Get in touch with Macromark today to get started with your next direct mail campaign!
Boirs, C., “Local marketers say they prefer direct mail over digital,” MarketingPilgrim.com, October 1 2014; http://www.marketingpilgrim.com/2014/10/local-marketers-say-they-prefer-direct-mail-over-digital.html.
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