Direct mail marketing strategies hold steady in first quarter
Many marketers may feel that the advent of social media, mobile and email marketing will cause businesses to put an end to their direct mail marketing efforts. However, according to the Direct Marketing Association/Winterberry Group Quarterly Business Review, investment in direct mail remained steady in the first quarter of 2012.
Marketing channels that have seen the most growth throughout the first quarter this year include those involving technology such as social media, email and mobile. Other strategies that have seen flat growth are teleservices, place-based and digital out-of home efforts, and direct response TV and radio.
"[Growth] has been relatively consistent over the last year or so," said Yory Wurmser, director of marketing and media insight for the DMA, who notes direct marketing is on the upswing, but hasn't fully recovered yet following the recession. "We haven't gotten back to a strong growth pattern yet."
Supplementing digital marketing strategies with traditional channels such as direct mail allows businesses to create a multichannel mix to meet the needs of a diverse range of customers. By using address verification software, businesses can be sure their marketing materials reach their customer base.