With email marketing and social media becoming two of the more important – and cheap – options open to marketers, direct mail has fallen by the wayside somewhat.
The importance of the method has waned in the last few years as companies deem it much more prudent to spend their money on digital channels.
However, direct mail can still provide a solid return on investment is carried out properly, according to director of process and strategy at ResponsePoint Ken Pikulik.
Writing in Business2Community, the expert said direct mail has an advantage over digital media as it cannot just be put into the spam folder, it is physical and must be read.
“Once you have it, keep them on the hook with clearly written copy, a powerful call-to-action, personalized content and enhanced online media,” he continued.direct mail, direct marketing, marketing mix