Postal marketing remains a simple yet radically effective way to reach one’s audience. Businesses that also prioritize the direct mail channel are poised to incur less risk of non-compliance, fines, and the associated reputational damage in the face of things like the General Data Protection Regulation (GDPR). Here are some reasons why postal marketing still rocks – and why you should keep targeted postal lists.
For one, direct mail still stirs an emotional reaction in consumers – they are personalized, cannot be deleted or unsubscribed from, and therefore generate higher response rates. For many consumers, physical items like actual mail still have greater credibility. They feel more valued when they receive these things.
Direct mail also often reaches consumers more easily since people tend to have only one residential address. On the contrary, people can have multiple email addresses, including accounts they don’t regularly check and use. Even unaddressed mail can leave an impact, as it remains in the home for a couple of days and entail the opportunity for the message to be read.
Targeted postal marketing files integrate the power of digital tools into direct mail campaigns. They offer the range of demographic and lifestyle selectivity that allows businesses to zero in on their prospects. The information contained in databases like these can also be nurtured to retain and grow existing relationships. It’s the power of data at work, improving reach, impact, and efficiency in one’s direct marketing efforts.
If one thinks that direct marketing is long dead, it’s time to think again: postal mail remains a powerful force, and a high-performance postal database can make it even more potent for successful campaigns.
eTargetMedia provides clients with full creative solutions that will drive results, build their brand, increase sales, and maximize ROI. The company is dedicated to excellence, accompanying their solutions with ongoing support and services to sustain and enhance the clients’ marketing presence. Read more articles like this here.
