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Direct mail: Innovate and demand intelligence

While address verification programs, mailing software and other trends in direct mail marketing have given businesses the ability to narrow targets and connect with consumers on a more personal basis, there are still a number of challenges facing the medium.

While many customers still prefer the tactile and traditional appeal of printed materials - be they brochures, postcards or newspapers - digital and online alternatives have changed the game.

As a result, direct mail marketers need to offer more relevant, engaging and intelligent content to reach an increasingly multi-tasking and, hence, distracted consumer base. Businesses can accomplish this by innovating, creating new services and remaining confident in the value of their medium.

"There is definitely still a place for direct in the marketing mix," writes Luke Griffiths for the UTalk Marketing website. "Many people prefer to have a printed out user guide or catalogue available to them."

"Consumer demand for unobtrusive and well-targeted communications is increasing," he added, "which ultimately means more insight and intelligence to give the campaign an edge."