Is Direct Mailing Dying
Recent postage increases, headlines about the financial health of US Postal Service and the fact that internet communication seems to have become the communications norm have led many to wonder if Direct Mail Advertising might be in its death throes. From my perspective, Direct Mail is definitely not dead, but it does need to be more refined and targeted.
If direct mail was dying, why would marketers have spent nearly $50 billion in 2011 on marketing efforts delivered through the US mail? Even a better question for the internet generation is if print and mail are really dead why does Google use direct mail to advertise its services to advertisers, business and consumer users?
There will always be a need for traditional printing and mailing. However, these communication channels must be integrated with the various electronic media to become even more valuable. Integrated Marketing was predicted to be a big trend in 2011 and it certainly held up to its expectation. For marketing success, a consistent and integrated message across several types of media from email, websites, TV and radio is mandatory, with direct mail leading the way as an integral part of communicating to your customers.