Direct mail marketing is booming. Surprised?

One cannot underestimate the power of the Internet. It assists our everyday lives and makes daily chores easily assessable by the mere touch of a button. Businesses boom from having fancy websites and email marketing campaigns can be sent to thousands in one swift second. But as technology continues to advance at a phenomenal rate have the old age traditions of marketing got lost amongst the powers and influences of the new cyber age?

Emails generate an action quickly and easily and customers can respond to an email instantly rather than the usually long-winded process associated with direct mail campaigns. Email marketing allows you to understand the behaviour of your target audience beyond that of other marketing channels. Real time reports detailing every aspect of your email campaign: from the number of successfully delivered emails to sales made helps to give a clear view if a campaign was successful or not.

Supporters of email marketing argue that you can send greater quantities of email for much less money than direct mail campaigns. However in a medium that has to contend with email filters, spam blockers, virus concerns and low response rates, email marketing can require a large sample size of 100,000 or more emails to get a meaningful response. The issue that emails may never reach its intended recipient due to true spam- bulk emails sent without permission- is the biggest roadblock for email marketers and gives way to enormous concern. And finally, while emails are relatively easy to send and the results almost instantaneous many  people consider it impersonal and unfriendly unlike direct mail campaigns where time and effort has gone into sending campaigns out to a pre selected audience.

Despite email and Internet marketing attracting a buzz the advantages and benefits of direct mail campaigns are stronger than ever and the incentives of sending a printed message directly to a pre-selected audience means that more and more businesses are returning to the traditional method of direct mail.

Peter Mill from Direct Mail Works based in Havant, Portsmouth says that despite new technologies the old age method of sending a printed message will always hold its force in marketing “ Direct Mail will always be around but what many people don’t appreciate is how direct mail campaigns can drive traffic to a website and support the internet strategy just like email marketing.”

Direct mail used to be referred to as ‘junk mail’ but in a world where everything is done electronically and the old style methods of communicating have been replaced by internet, emails and fax machines people are now appreciating the traditions of receiving post through the door making direct mail campaigns even stronger and more effective than ever before.

Direct Mail Works have 100 years of combined experience in direct mail and offer a unique, personal and cost effective service that suits all your marketing needs, so to find out more about direct mail campaigns or to enquire about how Direct Mail Works can help your business prosper log onto www.direct-mail-works.com or contact Peter Mill on pmill@dmsys.co.uk or call: 02392 49 2000.