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Innovating the Way We Use Direct-Mail Marketing
Now that 2016 is in full swing, we can expect to see innovation and experimentation in pretty much any and every industry. And if businesses hope to thrive, they will need to be aware of these innovations even if they choose not to use them.
Marketing is a dynamic industry that has gone through sharp changes over the last decade. The rapid growth of social media and the Internet has created industries within the industry, and it continues to advance at electric rates.
Direct-mail marketing is changing, as well. Despite being the grandfather of the current marketing platforms, it’s because of its ability to adapt that direct-mail marketing has been able to survive and thrive through decades of change.
And as this new year progresses, there is more innovation to look forward to within the direct-mail industry. We’ll discuss the most prominent.
Trusting in Technology
The idea that direct mail and technology can’t co-exist should be tossed out the window by now. Marketers are realizing the benefits of utilizing technology to enhance the direct-mail experience. Augmented reality—literally bringing mail to life—is one of the ways by which marketers are making this possible. But there are other ways technology is being embraced by direct mail, including using digital software that gives consumers a glimpse into what will be in their mailboxes that day.
Greater Incentive
People need a reason to retrieve and open the mail you’ve sent them. Generating that incentive through complimentary giveaways or samples is one proven way to make that happen. Be sure that you still focus on design, though. Just because you’re giving something away for free doesn’t mean the rest of the package doesn’t matter. Copy, for instance, is still one of the deciding factors to the success or failure of a marketing campaign. Not taking the time to get precise wording would be a mistake, no matter what you’re giving away.
Combining Campaigns
There’s absolutely no reason why digital and direct mail marketing should be working in opposition to one another. We’ve written about countless examples of how results from direct-mail marketing can be vastly improved if connected to social media platforms. Driving traffic to your web site or the information retrieving process can both be part of a single campaign. Continued engagement should be a goal of most all marketing campaigns; what better way to do that than by combining both media?
Macromark has spent the last three decades operating within the direct-mail industry. We’ve seen and been part of the innovation, and continue to find ways to offer our clients top-level service with measurable results. We are proud of our history and proud of how we’ve been able to adapt and remain successful throughout the years. Contact us for more information about the services we can provide in order to help grow your company.
David Klein
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