Is direct mail relevant?
Let’s get the elephant in the room out in the open. You might think St Ives has an axe to grind or a hidden agenda when debating the role of direct mail in a digital world.
However, this article is not intended as one-eyed defence of direct mail but rather a reasoned discussion around the role of mail in the marketing mix as part of a multi-media strategy.
There is no doubt that direct mail as a medium can be expensive, slow, and difficult to track compared with its online direct marketing counterparts.
Online boasts ease of use, a lower barrier to entry, instant response statistics, and a lower cost. In addition, there are environmental considerations, with a meagre 10% of consumers viewing direct mail as a green way to deliver marketing messages.
Yet the key to the success of any marketing campaign is how we, as consumers, want to receive communications from a brand, and how relevant those communications are. Do our preferences differ depending on the product, service, relevance or timing? And does the channel selected to communicate the message significantly influence our actions?
This article explores the relevance of direct mail in today’s multi-channel environment; whether direct mail is still an effective communication method, and how to maximise its impact.