If 2010 has been social media’s break through into mainstream marketing, get ready because 2011 is going to mark direct mail’s triumphant return. Did he just really say that on the internet? Don’t worry, a little healthy skepticism is to be expected but read on and get ready.
First, let’s set the stage… The year is 2009 and marketing budgets have been slashed across the board. These historic cut backs coincide perfectly with the emergence of a new type of media that promises unprecedented reach at costs that are next to nothing. The answer is clear, social media. Fast-forward one year and there is a problem. Social media isn’t as easy as it was supposed to be and it hasn’t turned out to be the single skeleton key that we all hope. Turns out those budget cuts come with a mandate too…results.
Queue 2011 and Direct Mail.
Think the plot sounds a little far fetched? Don’t, because it is ripped straight from the headlines…
Click here to find out more about DM’s heroic return.
Direct mail is like a staple in our diets, we simply can’t live without it. Sure email and social media have their benefits, but when a sensitive content communication must reach its recipient, I seriously doubt we will be sending it via tweet any time soon. In fact, in many cases HIPAA or federal mandate dictates that the only way to communicate a message is direct mail. Why? It’s tried, true and reliable.
Are you one of those people who send out messages that absolutely must reach the recipient? If so, chances are that you send it via direct mail. But, are you doing enough? How do you guarantee that everyone on your list was sent the communication? Even more important in this day and age of privacy concerns; how do you know everyone was sent their communication?
This is a very common problem but thankfully for KP’s clients, we have a solution…
Ready or not… the holiday frenzy is upon us. Take cover. Get ready for lots of long lines, deadlines, and direct mail changes.
Are you ready? Here is a list of 3 DM trends to watch out for:
1. Postal Rates
#1 on the USPS New Year’s Resolution List – introduce new flat-rate products and offerings to consumers that will take effect on January 2, 2011. Party hats not included. Stay tuned to KPedia for updates and help navigating changes.
Direct mail vs. email, a marketing debate as old as PC vs. Mac and heated as Jacob vs. Edward. For too long now, marketing departments have been divided by this life or death dilemma and that is why this month our mission is to put an end to the quarrel once and for all.
Let’s start out with direct mail. Direct mail is the old stand by, tried and true; it is always there to drive acquisition revenue with measurable results. But what about those crazy kids with their social media? Looks like they even prefer offline vs. online for many of their most important purchase decisions. Also, a recent Epsilon survey found that “consumers of all ages are finding postal mail more trustworthy these days”. So why then did Winterberry Group find that annual direct mail spending fell by 10.7% while email spending rose by 20.8%? We look to email for the answer…
Leave it to Newman to remind us just how important the mail is.
Who We’re Following
Follow the USPS @WeDeliver4You to keep on top of postal rates and related news.
Just For Fun
Pat decided to get into the Halloween spirit this year by dressing up as a direct mail piece! Click on him to see what everyone else at KP dressed up as for Halloween.
Upcoming Events
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