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Friday, 29 May 2020

Direct Mail as a Direct Marketing Channel: Is It Effective or Outdated?

While some people put their trust in direct marketing to increase profits to their companies, some of them remain bamboozled in choosing the best direct marketing channel for introducing their products or services to the public. From the classic channels to the ones that have been touched by the recent technology, direct marketing has them all. However, talking about the legendary channel, you cannot skip direct mail from this strategy.

Direct Marketing Channel: A Bridge to Reach Customers


The main idea of direct marketing is reaching the consumers directly without any intermediary in marketing the company’s products. As the role of the intermediary is elicited, the cost on that field can be cut. Therefore, the price of the products can be decreased. That is why this marketing strategy is favorable to the majority of businesses.

Fast response from the customers is the shortest goal of this strategy. That response gives a signal to the company that certain consumers have an interest in the products. The further goal is to make the customers place an order and thus creates profits for your company. This cycle proves that reaching the customers in the right way is essential as it will influence how much income your company makes.

The task of reaching the customers lies on the shoulder of the direct marketing channel. It is the media that are bridging your company and your customers. Many channels are used for the purpose. Telemarketing, email, TV, and catalog marketing are some of them. Direct mail is another example of a direct marketing channel that has been used since this term was first introduced to the field.

The Use of Direct Mail as a Direct Marketing Channel in This Era


Direct mail can be understood as a mail, a package, or a sample of a product that is sent directly to an address. In this modernized era where almost everything is accomplished via a computerized system, direct mail is sometimes considered outdated and not simple. You will have to go to the post office or delivery agent to have your package sent compared to sending an electronic mail where you can do it from inside your room.

However, as a marketing strategy, this media is seen as a very personalized message. The customers will notice your company, as well as your sample product, better than a message sent to their emails. Furthermore, they can see and touch your sample product and not just imagining it. Response rates of this direct marketing channel tend to be high and easy to be measured.

Therefore, direct mail is not an outdated media in a business. It rather becomes a personal message sent to customers. As history in the industry reveals, involving emotional feelings in marketing can never go wrong. Thus, it is wise to say that direct mail is one of the effective channels to market your products.

Choosing direct marketing for your business is a good step to take. However, you are to be careful in choosing which media to be used for the purpose. Direct mail is a direct marketing channel that owns many advantages and seen effective to boost the profits of your company.