The melding of direct mail and technology
When it comes to direct mail, one of the more popular viewpoints that exists today is that increased use of technology has made sending marketing materials through the mail to consumers an antiquated practice. But this couldn't be further from the truth.
According to a recent article from Travel Agent Central, Nexion, a company that offers host services for travel agencies, is actually planning to increase its direct mail efforts to consumers. Some of the offers presented in the company's marketing materials that are mailed out to consumers include travel credits, lower deposits and upgrades. This increased effort at mailing also strengthens the value of direct mail software.
Another company has figured a way to make technology work seamlessly with direct mail. According to a report from Adweek, Victoria's Secret has developed an app for Android and iPhone that allows users to take advantage of special offers that appear on direct mail materials. By using the mobile app to scan a mailer, special offers and coupons can be delivered to consumers.
"Direct mail is still a huge part of many retailers' businesses and marketing budgets," Esha Shah, innovation and mobile strategy manager at Fetch, a mobile marketing agency, told Adweek.
Shah states that the integration of technology and direct mail breathes new life into a marketing method deemed to be outdated. Also, this is being experimented with as a way to attract a younger consumer demographic that relies heavily on technology. These individuals have tremendous buying power and brands often make them the target of their advertising initiatives.
As more companies follow Victoria's Secret's strategy, or the one employed by Nexion, the value of direct mail software will continue to grow, and sending marketing materials to consumers through the mail will still be an effective tool.