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Direct mail isn't slowing despite rise in technology
Despite beliefs to the contrary, direct mail still remains a viable marketing tool for many companies. Technology has made it easier to connect with large numbers of people faster and more efficiently, but people still go to the mailbox to check their mail, and they will look over any advertisements or promotional materials they might receive.
As a result, direct mail companies are not shrinking. In fact, they're expanding their operations. According to Direct Marketing News, a website dedicated to the direct mail industry, a company in Pennsylvania has already added 58 new jobs since September and is planning to add 100 more by the end of the year.
"You hear direct mail is a dying form of marketing, but what we're seeing is that the more customers can integrate the different types of marketing they're doing, the more those can be coordinated and the better the program is going to be," Rob Herman, the company's president told Direct Marketing News. "We've seen customers take direct mail out of their mixes, and they have a lack of success and return to mail. It's the most predictable form of marketing."
Although it may not be immediately recognizable for companies utilizing direct mailing strategies, the United States Postal Service should be seen as an ally in their efforts to connect with potential consumers.
In a separate Direct Marketing News article, the National Association of Letter Carriers' chief of staff highlighted some of the benefits offered by the USPS, including the knowledge that mail carriers have of those they deliver mail to, as well as the postal service's list of more than 150 million addresses.
In short, direct mail is still a useful strategy for brands to use, direct mail software still has value and advancements in technology don't seem to have any negative impacts in terms of slowing its use.
