Digital marketers like to say that direct mail is a thing of the past, however, that is far from the truth. While using modern-day digital marketing platforms is good for quick marketing, the majority of the time they are barely acknowledged, especially email marketing. In 2020, customer engagement with direct mail soared to 96% in comparison to 2019, where it was at 91% in the second quarter.
The statistic above just proves how direct mail is still going strong and can be an extremely cost-effective way of promoting your business in the traditional way if technology is not for you. Concerning direct mail, a leaflet, postcard, or other forms of direct mail that arrives in the post over generic marketing emails will always catch their attention more as long as it is unique and shows personalization.
Though it was time-consuming and uninventive in the past, it is now a method that can be modernized thanks to the digital age. Here are a few ways that technology has changed the way direct mail marketing is done.
1. Streamlined Processes
Direct mail marketing used to be a nightmare to maintain due to having to manually go over client data in files. Imagine in this digital age having to restore information if a row or column was unintentionally erased, it would be easy.
But back before when computers were not as advanced, this would have caused a lot of time and effort to be wasted just to restore information that shouldn’t have been deleted in the first place.
This procedure has been simplified thanks to technological advancements. The main method that has made this procedure streamlined is through the use of cloud-based software designed to manage workflow.
For example, this app from Lob that is now available on AppExchange now provides a complete and robust, end-to-end print and mailing solution enabling businesses to lower costs and lead times, while eliminating manual workflows – meaning no more having to painstakingly restore unintentionally deleted data.
With the popularity of cloud-based solutions, managing data has never been easier. It has the benefit of easy access which you can access from anywhere and at any time. Meaning most of your work is done for you. On top of that, instead of sending out multiple emails and follow-ups to your team, you can now share the data between you.
2. Enhanced Customizability
As you can imagine, direct mail in the past, unlike the colorful and fun direct mail marketing we get today, used to resemble junk mail. The effectiveness of the advertising was gone as there were rarely any distinctive features or personalization for different brands to be seen.
With technology now, businesses are now able to deliver direct mail at a much higher standard. They can tailor their designs to their target customers’ age, interests, location, gender, and previous purchases with ease. Since this drastic change, the results of direct marketing campaigns have increased rapidly as a result and now there are loads of different ways they can add personalization.
3. QR Codes
Though QR codes are still fairly new until the last couple of years since the global pandemic they have been popping up everywhere. They are code consisting of black and white squares, typically for storing URLs or other information which can be read using a smartphone. And as said, they can be found everywhere including in shops, bars, restaurants, social media, and in your mail!
QR code technology has modernized direct mail campaigns considerably as most people will own a smartphone or have access to one which will allow them to scan one. The idea of a QR code is to draw the recipient in through the use of a clear and attention-grabbing call to action that tells them why they should scan the code and what they will get out of doing so.
The code won’t only be assisting the recipient with the benefits of the offer, but the business. With the use of the QR code, they will be able to measure how many of their consumers chose to scan the code, therefore increasing traffic to the landing page.
Creating a QR code is just as easy, but it is recommended for businesses to create custom URLs. Using a custom URL makes it unique to each recipient and allows you to customize the experience they receive once they have scanned the code with product recommendations if they have purchased products or services with you before.
With the benefits of the ever-changing technology, it is no surprise that direct mail has changed and increased in popularity. It has made it easier for consumers to access web pages and been made a more fluid process for the business as their jobs have been made considerably less time-consuming and exhausting.
Usman Raza is the co-founder of a Christian Marketing Company and a marketing strategist working with various brands and companies such as The Glory Candle, 700-X Designs, Alabaster Grace Ministries, and TOL Mission. He is devoted to helping small businesses bridge success gaps by providing in-depth, actionable advice on digital marketing, SEO, and small business growth. Follow him on Twitter @usmanintrotech.